Direct Focus

Well, friends, we’ve gone and done it—we’ve got ourselves a new website for Direct Focus. It’s nothing too fancy, just a simple spot where you can get a feel for who we are and what we try to do each day. A tip of the hat to Beau Hanson for taking the lead on the design and making it look sharper than we could’ve imagined. And we couldn’t have done it without the good folks over at Giant Propeller (shout out Joshua Goldberg), who handled the development. If you’ve got a minute, feel free to swing by, take a look, and let us know what you think. www.directfocusinc.com #DirectFocus #NewWebsite #ThankYou

PRODUCTION PLAYBOOK: Nailing the Celebrity Contract When negotiating celebrity and talent contracts, think beyond the initial signing and plan for the full journey: 1️⃣ Negotiate Renewals Early: Don’t stop at the first talent cycle—build in options for future renewals upfront to avoid starting over. 2️⃣ Consider the Glam Team: A celebrity’s “glam team”—their hair, makeup, and wardrobe pros—often accompanies them. Negotiate buyouts for these essentials from the start to avoid surprises. 3️⃣ Keep Set Requirements Simple: Talent riders often get weighed down with over-the-top conditions from management. Opt for clear, simple terms to keep things smooth and enjoyable on set. #ProductionPlaybook #DirectFocus #SmartProductions #Celebrity

"Life might be a sh*t sandwich: the more bread you have, the less sh*t you eat. But in production, adding more bread (or budget) doesn’t guarantee less sh*t —execution makes the real difference." - Barry Rosen #Barryism #ProductionWisdom #MoreThanBudget #DirectFocus

Brisk claymation already holds an impressive place in the canon of iconic spots over the past couple decades. So when we had the opportunity to lend a hand in guiding along its newest one featuring the dynamite Grammy Award-winning superstar Doja Cat, we were pretty excited! DFI’s Lauren Renz and Kimera Rosen helped consult on this spot, which features the first female artist to be rendered in clay for Brisk!

ARE YOU THE 🐐?    DFI’s Allie Mercurio helped support this iconic teaser for Doritos: Crash the Super Bowl. You might recognize this familiar spot, which originally ran in the early aughts. FUN FACT: the director, Ben Callner (Hungry Man), who filmed this spot WON the original Crash the Super Bowl campaign and returned to create this new version of it!    ARE YOU INSPIRED? LET’S GOOOOOOOAT! (sorry couldn’t resist! 😜 ) special thanks: Ben Callner, Hungry Man, & Goodby Silverstein & Partners

REAL FRAPP/PONY LOVERS UNITE! As we get into the Fall, who couldn’t use a little more comfort? DFI’s Allie Mercurio helped bring Starbucks’s newest spot, Comfort Index, to life mixing a little science with fun: “We actually did this experiment! The way we measured it was to truly be able to see if drinking this Frapp affects people’s actual comfort levels or not—and most everything showed that Starbucks was the #2 winner—only second to a hug from a loved one!” The director, Hal Kirkland, did a knockout job bringing it all together: “he was fantastic to work with—he created a space where everyone could thrive and feel comfortable with a camera in their face” Honestly, a Starbucks Frapp might bring me more comfort than some of my own family members…but maybe that’s just me ;) SPECIAL THANKS: Hal Kirkland (UNIT9), Energy BBDO, & MACKCUT (post production)

Production Playbook: SOUND OFF Next time you're reviewing director reels, try this: turn off the sound. It’s an easy way to focus on the director’s visual storytelling skills. If the story holds up without audio, you know you’ve got something special. Sound can enhance, but strong visuals lead the way.... "Production Playbooks". Essential tips and strategies for smarter production choices, straight from 30 years of experience. Stay tuned for more. #productionplaybook #soundoff #directorreels #smarterchoices #smarterproductioninvestments

Creative Production Consulting shouldn't be about cutting costs; it’s about maximizing the value of your investment. A great ad is more than just dollars spent—it's about making every dollar work as hard as it should to deliver a message that resonates. Where you allocate your budget is the measure of true success. Cutting corners may save money upfront, but the true cost is a weakened impact. Focus on quality to create work that stands out, not just for the price tag, but for its effectiveness. Barry Rosen #barryism #consultnotcut #directfocus

PepsiCo had a simple idea: follow pizza drivers around LA so that every customer got to pair their pizza with an ice cold Pepsi. Sometimes the most simple ideas are the best ones! Our very own head honcho, Barry Rosen, was the Production Consultant on this fun spot. A perfect combo indeed. Special thanks to BBDO Worldwide and also to every pizza driver across LA...you're a real one :) Jenny Danzi Lou Arbetter Kim Pepe Sofia Crnkovich Emily (Thomas) Rykken Neil Goldberg Ad Age

Only two words come to mind for the latest SmartFood spot we helped bring to life: YEAH BOYYYYYYY!! 2 days with Flavor Flav? A dream come true! DFI’s Chris Lenz worked alongside director John O’Hagan, Native Content, JAMM, and David&Goliath to bring this to life. “We actually created a custom popcorn clock for him and custom Smartfood branded genie shoes, which he LOVED!” I wonder if the shoes come in our size??