Crossing the Axis - The Commercial Side of Film Production

James Keblas
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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.

  1. Win the Work and Do the Work with Jordan Brady

    JAN 12

    Win the Work and Do the Work with Jordan Brady

    What if the commercial production industry’s two biggest challenges could finally share the same mic? In this simulpod crossover, James Keblas and Jordan Brady (from the hit podcast "Respect the Process") team up for a connected two-part conversation built around the framework of winning the work and doing the work. On the “win the work” side, Jordan Brady asks James about his "Booked Solid" bizdev system and his approach to using a production company's best work to run targeted marketing campaigns to turn leads into repeat clients. On the “do the work” side, James asks Jordan about his Commercial Directing Film School program and bootcamps built to help directors learn to make commercials for a living and survive the pressure once the job is won.

    1h 14m
  2. Best Practices for Cold Outreach with Ross MacRae

    08/29/2025

    Best Practices for Cold Outreach with Ross MacRae

    Cold outreach is tough, but necessary. Whether you’re in commercial film production or working inside an agency, building relationships with new clients is key to staying in business. To break down what actually works, Ross MacRae, founder of Agency Source and a veteran in lead generation, joins the show for a back-and-forth exchange of cold outreach best practices. Together, we trade insights on what’s working, what’s not, and what to flat-out avoid. From LinkedIn and email to other methods tailored for creative teams and production companies, this episode offers a sharp, tactical breakdown of real-world outreach strategies. It’s a practical, punchy conversation built from experience, mistakes, and a few strong opinions.

    41 min
  3. Landing Agency Clients with Dani Dufresne

    08/03/2025

    Landing Agency Clients with Dani Dufresne

    If you’re a production company trying to land agency work, this episode is your tactical playbook. Dani Dufresne, founder of The Aux Co, a fractional production operations team helping modern agencies execute bold ideas without the bloat of in-house production. With deep experience on both the agency and production sides, Dani shares what’s really happening behind the curtain. She explains how agencies are buying, what they’re actually looking for, and what production partners get wrong and right when pitching. We talk about what it means to go fractional, how to build embedded trust with agencies, and why calling yourself an “agency” on your own website might be killing your chances. If you want to understand what it takes to sell to agencies in today’s market, what gets attention, what closes deals, and what red flags to avoid, this episode gives you the inside edge. Whether you’re rethinking your positioning, tired of being ghosted, or just curious what it takes to stand out, Dani’s honest and actionable advice will sharpen your sales approach.

    42 min
  4. [Client Side Conversation] The Indie Production Advantage with Jillian Gibbs

    06/25/2025

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

    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.

    37 min
  5. Going Beyond the Brief with Jason Bellue

    05/22/2025

    Going Beyond the Brief with Jason Bellue

    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.

    53 min
  6. Freelance vs. Roster Directors with Luke Lashley

    04/12/2025

    Freelance vs. Roster Directors with Luke Lashley

    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.

    40 min
  7. Change is Hard with Craig Brooks

    03/13/2025

    Change is Hard with Craig Brooks

    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.

    42 min
  8. Think Like an Agency with Alex Cohn

    02/08/2025

    Think Like an Agency with Alex Cohn

    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.

    47 min
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About

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.

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