Breaking Free from the Roster: “A Legacy System”

The production industry has long operated on a roster model. The system made sense in a pre-digital world. Agencies and brands wanted stability, and production companies wanted to ‘own’ talent so they could guarantee availability. It gave agencies a set of familiar faces to rely on.

But over time, this stability turned into rigidity – rosters locked people into relationships that weren’t always the best creative fit for every project. I’d see brilliant directors outside our roster – people perfect for a brief – and yet the system made it harder to bring them in. At the same time, clients wanted more flexibility, more global reach, and more cost-effective solutions. That’s when I realised the traditional model was working against the needs of modern production.

So I decided to go rosterless.

Without rosters, we’re not limited. We can curate a shortlist of directors from our global network who align with the creative vision, brand tone, budget, and even working style of the agency team. It means projects feel tailor-made, rather than ‘one size fits all.’ It’s opened doors for collaborations and conversations we couldn’t have imagined before.

Rosters also tend to reflect whoever a company signed years ago, which often excludes underrepresented voices. By being rosterless, we can intentionally bring in female directors, emerging talent, or creatives from different cultural backgrounds who might otherwise not get a foot in the door.

It makes us true collaborators. Instead of saying, “Here are the five directors we represent,” we’re saying, “Let’s find the very best director for your idea – wherever they are.” That shifts the role of the production company from gatekeeper to partner. It builds more trust and more open dialogue between production, agencies, and brands.

But with freedom also comes complexity. You need stronger systems, more trust, and more transparent communication with agencies and clients. There’s no safety net of a fixed roster, so every project requires a little more matchmaking and relationship-building.

The industry is moving toward flexibility and collaboration. The future isn’t about locking talent down – it’s about opening doors and adapting quickly. Agencies and brands want more options, not fewer, and also to make everyone's lives easier in a world that is constantly changing.

While some companies will still want the reassurance of exclusivity, I think we’ll see a steady shift away from rigid rosters and toward more fluid, project-based partnerships. Eventually, the roster will feel like a legacy system – useful for some, but not the norm.