In Episode 13 of The Commercial Director’s Podcast, Evan sits down with Amsterdam based director Joris Noordenbos to talk about one of the most important decisions a commercial director can make: finding your niche.

Joris shares his journey from in-house generalist to carving out a distinct lane in kids and food. After realizing he was losing bigger jobs because he wasn’t specialized enough, he took matters into his own hands and created high-level spec work to prove he could deliver premium cinematic food storytelling.

In this episode, we cover:

• Why spec work is the fastest way to break the “you need the job to show the job” cycle
• How to produce high-end spec without spending your own money
• Using spec as a strategic outreach tool
• The benefits (and challenges) of niching down