As holding companies expand their grip on marketing budgets, independent production companies risk getting pushed to the margins. But in today’s fragmented media landscape, there’s a growing advantage for smaller, more nimble partners. Independents are often better equipped to work across platforms, adapt quickly, and offer the kind of specialized attention big networks only promise. In this episode, Jillian Gibbs (author of The Marketer’s Guide to Creative Production and founder of APR) joins the conversation to break down the current power dynamics in marketing production. Together, we map the evolving landscape, unpack how brands are really making decisions, and offer a roadmap for independents to not just survive, but win. If you’re a production company or agency trying to stand out, this conversation will help you rethink your value and sharpen your edge.

[Client Side Conversation] The Indie Production Advantage with Jillian Gibbs

Most people underestimate the importance of the first intake call and going beyond the client’s creative brief. In this episode, I sit down with Jason Bellue from Flying House Media to talk about what it really means to go beyond the brief—and why onboarding starts well before a contract is signed. We dig into how asking better questions eliminates guesswork, reveals real client goals, and helps you build treatments that actually hit the mark. When you lead the intake process with strategy and clarity, you’re not just gathering info—you’re previewing what it’s like to work with you. This episode is about disrupting the sales process, taking control of the conversation, qualifying opportunities, and knowing when to walk away. If you’ve ever left an intake call unclear about what the client really needed, this one’s for you.

Going Beyond the Brief with Jason Bellue

The commercial production landscape is changing, and directors have more options than ever. While the traditional model of exclusive production company rosters still works for some, the rise of freelance directing is creating new opportunities. But how do you decide which path is right for you?

I sat down with Luke Lashley, founder of Departure, a production company that’s actively moved away from the roster-model, preferring to work with freelance directors. Luke shares insights on the advantages and challenges of both models, the growing trend toward independence, and what directors should consider when weighing their options.

We break down the practical side of freelancing—how to structure outreach, what production companies look for, and how to stay top of mind for jobs—while also discussing when being on a roster might be the right fit. Whether you’re weighing a switch to freelance, reassessing an exclusive deal, or just curious about where the industry is headed, this episode will help you make an informed decision about your career.

Freelance vs. Roster Directors with Luke Lashley

Change is hard—but it’s essential to longevity. In this episode of Crossing the Axis, I sit down with Craig Brooks, co-founder of Kontent Partners, a film and photography production services company, to discuss how embracing change has fueled nearly 20 years of success in production.

We explore the risks they’ve taken—launching new ventures and adopting a new system for growing business and improving operations even though the current system is working. If you’ve struggled with narrowing your market, adopting new tools, or maintaining culture while growing, this conversation is for you.

Change is Hard with Craig Brooks

This episode is for production company owners who want to elevate their value when working directly with brand clients, stepping into roles traditionally held by ad agencies. As more brands bring strategy and creative in-house, production companies have an opportunity to partner more closely, helping these teams meet their goals through strategic insights and expertise. In this agency crash course, Alex Cohn, who leads production at Zambezi and digital content at their subsidiary FIN Studios, shares how production companies can move beyond execution to become true strategic partners. From verifying audience data and understanding the marketing funnel to considering media placement, Alex provides actionable tactics for adopting an “agency mindset” and delivering high-impact campaigns. If you’re looking to deepen your brand relationships and stand out as a partner, this episode is your roadmap to thinking—and acting—like an agency.

Think Like an Agency with Alex Cohn

In this special episode, I sit down with Blair Enns—founder of Win Without Pitching, author of the industry-shifting book of the same name, and co-host of the hugely popular 2Bobs podcast. Blair’s newest book, The Four Conversations, breaks down the critical discussions every business should master for success: the Probative Conversation (positioning and marketing), the Qualifying Conversation (maintaining the expert position), the Value Conversation (pricing a client’s desired future state), and the Closing Conversation (helping the client select and commit).

We go deep into each of these four conversations—what they are, why they matter, and how mastering them can transform client relationships and profitability.

Along the way, Blair shares insights from his decades of experience helping creative businesses win smarter. Whether you’re running a production company, leading a sales team, or navigating growth, this episode is packed with practical wisdom and thought-provoking ideas you can put into practice today.

Sell Like an Expert with Blair Enns

Get ready for an insider’s perspective on winning the client-side game in this conversation with Kevin Knutson, a seasoned industry leader in creative marketing, content strategy, production, and brand development. With a career shaped by roles at outdoor brands like REI, Filson, and Eddie Bauer, Kevin now serves as the Creative Director at Mod Pizza. In this episode, he offers insights on what truly resonates with clients when production companies pitch their services—from the essential elements of a reel to approaches that add genuine value.

Kevin shares his thoughts on the ideal client-partner relationship, including when to bring creative ideas to the table, how to strike a balance between collaboration and hands-off execution, and best practices for navigating post-project follow-ups.

Tune in to hear Kevin’s do’s and don’ts for engaging with him and other creative directors, along with candid advice on what he values most from production partners. This episode is packed with actionable tips that can transform how you approach potential clients and elevate your biz dev strategy to new heights.

[Client Side Conversation] How To Win Business With Kevin Knutson

Join this information-packed crash-course discussion with Amy Balliett on getting your production company acquired. Amy is the founder of Killer Visual Strategies (formerly Killer Infographics), who built and successfully sold her company to Material, a global strategic consulting firm. In this episode, Amy shares detailed insights into what production company owners need to know about building for an exit strategy. Whether you’re planning to sell or merge, she breaks down essential steps like getting your finances in order and creating a growth plan that makes your business attractive to buyers.

Built to Sell with Amy Balliett

Hear Rob Meyers from Versus, a NYC-based creative production studio that has built a stellar reputation for its culture-defining work and client-centric solutions since 2013. Rob shares actionable insights on effective account management, breaking down how Versus cultivates long-term relationships with major clients. He offers strategies for building trust, retaining clients, and successfully pitching ideas. The conversation dives into lessons from both successes and failures, with insightful tips that can elevate your client relationships and grow accounts. A must-listen for anyone looking to take their client management to the next level.

Elevating Account Management with Rob Meyers

In this episode of Crossing the Axis, we’re joined by Alex Portera from Rally on Media, a powerhouse in the production world, to uncover the secrets of running productions at scale. With over 100 projects completed each year, Alex knows a thing or two about keeping the gears turning smoothly. He’ll share his approach to managing this high volume of work, from planning and logistics to execution and client satisfaction. If you’re a production company owner looking to scale your operations, you won’t want to miss the insights Alex has to offer.

Production at Scale with Alex Portera

Dive into a dedicated space for commercial film production company owners. Join the conversation as we unravel the intricacies of business growth and sustainability in the ever-evolving client-driven film world. Benefit from the unique insights of buyers on acquiring fresh business opportunities and gain firsthand knowledge of best practices shared by your fellow industry peers. Chart your course to success. New episodes released every month.

Crossing the Axis - The Commercial Side of Film Production

Welcome to "Buried Treasures", a podcast dedicated to capturing and preserving life stories. Each episode features a biography recorded in the waning years of a person's life. The guest shares their personal journey, reflecting on the moments that shaped them, the challenges they overcame, and the wisdom they've gained along the way. These intimate conversations are crafted into audio artifacts, allowing friends, family, and future generations to listen, learn, and remember.

James Keblas

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