Finding Your Niche as a Commercial Director (And Using Spec Work to Land Bigger Jobs) – Joris Noordenbos

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
• Directing children and creating authentic performances
• Keeping your style fresh inside a defined lane
• Managing complex food shoots and food styling logistics
• Previs, testing, and working with international crews
• A full breakdown of his Blue Band campaign blending kids + food storytelling

Joris offers practical, tactical advice for directors at any stage especially those trying to level up from generalist to specialist.

If you're building your reel, refining your voice, or looking to create your own opportunities instead of waiting for them, this episode delivers serious value.