Crossing the Axis - The Commercial Side of Film Production

Everyone talks about being “top of mind.” Very few people can explain how it actually happens.
Chris Whitten has seen this challenge from every angle. He’s been a freelancer looking for work, an agency producer hiring creative partners, and now an executive producer working on brand partnerships. Along the way, he’s watched thousands of photographers, directors, producers, and creative professionals try to get his attention.
Some succeed. Most don’t.
In this Client-Side Conversation, Chris shares what actually works when you’re trying to build relationships, earn trust, and create opportunities with decision-makers.
We explore how to stay visible without becoming self-promotional, what separates effective outreach from forgettable outreach, how to have a productive first conversation, and what people can do after that conversation to remain relevant when opportunities arise.
Along the way, Chris shares examples from both sides of the table, including lessons learned as a freelancer, agency producer, coach, and brand-side executive.
If you’ve ever wondered how creative professionals actually get hired, this episode offers a practical look at what gets attention, what gets ignored, and what keeps you top of mind.

Production companies want to work directly with brands, but that shift comes with real responsibility. Going direct-to-brand means taking on more than execution. It means stepping into strategy, diagnostics, and early thinking that agencies have traditionally owned.
In this episode, James talks with Sophie Bell about how her UK-based “production agency,” Toast, is navigating that shift by using AI as a strategy engine. Toast intentionally positions itself between execution and strategy, and to support that model, they built StoryX, an internal AI-powered tool designed to help uncover real stories, identify white space, and develop campaign directions faster and with more confidence.
The conversation digs into why production companies can go direct-to-brand, what they must take responsibility for when they do, and how AI can support smarter diagnostics, early strategy, and better sales conversations. It also explores why pitching ideas is risky but necessary, how tools like StoryX help attract better-fit clients instead of chasing work, and what it looks like to use AI as a multiplier across marketing, sales, and delivery.

Production companies are increasingly finding growth by building direct relationships with brands and proving the value they can deliver. That’s the heart of Jon Sneider’s book Hacking Advertising, and it’s the focus of this episode. Jon draws on his experience running Wild Gravity and working with brands like Amazon, LEGO, Microsoft, and Coca-Cola to share the hacks he’s used to bypass the old agency model and build stronger, more profitable client partnerships. We’ll dig into where these practices came from, how they work in real life, and how production companies can put them to use to win better work and grow on their own terms.

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.

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.