Go Beyond the Brief
- James Keblas
- Jun 3
- 2 min read
Most production companies show up to the client-intake-call like they’re filling out a worksheet. Jason Bellue and I think that’s a waste of time—for everyone.
On my latest podcast episode of Crossing the Axis, we go “Beyond the Brief” and break down what actually sets a production company apart when working direct-to-brand.
Here are just a few of the moves we cover that will help you land the deal, and more importantly, create a campaign that actually works for your client.
TURN ROLL CALL INTO ROLL PLAY
Don’t introduce your team with titles. Show them in action. “I’m Sarah, and I’ll be your point person making sure these three locations run smooth as butter.” Make the client see their future selves, calm and confident because your team’s already in motion.
DITCH THE SCRIPT
Walk in prepared, but the moment you feel the energy shift, toss the checklist. Discovery beats logistics every time. Bored clients = lost trust. Be the one who actually listens and responds in real time.
NO GUESSING. GET THE ANSWERS
Your treatment shouldn’t feel like a pop quiz. If you’re guessing, the intake call failed. The right questions unlock the actual goals. Not the ones in the brief—the ones hiding behind pressure, risk, and real consequences.
CLIENTS ARE PEOPLE, NOT BRANDS
Forget the company name. Focus on the human. What are they trying to accomplish? A promotion? A legacy piece? Less stress this quarter? Understand that, and you’ll work together like partners, not vendors. Bonus: they’ll take you with them when they change jobs.
THE EXPERIENCE IS AS IMPORTANT AS THE PRODUCT
The final video won’t save a painful process. But a seamless, well-led experience will have your client singing your praises before the edit’s even done. Don’t just deliver content—deliver calm. Deliver clarity. Deliver trust.
But that’s just the start.
We also get into how developing a niche makes all of this easier. Because when you specialize, you become an unofficial expert in your client’s world—sometimes even more than they are. You have a real edge when you have deep familiarity with their audience, pain points, and blind spots.
And don’t forget the media buy. Ask it early. It tells you the budget, the creative strategy, and what success should actually look like. It also keeps you from building a campaign around content that gets chopped up and misused. Repurposing is overrated. Context is everything.
This episode is a natural, business-casual jam, not a lecture. It’s a conversation between two people who’ve messed it up enough times to get it right.
