Direct Focus Inc. was founded in 1990 as the U.S. affiliate of Barry Rosen Productions, an international production company. Barry Rosen Productions produced over 300 commercials in 22 countries and established cutting edge post-production and sound facilities in Johannesburg, Geneva, London, and New York.
In the mid 90’s, Barry Rosen consolidated DFI’s resources into an advertising production consulting service. This firm responded to the needs of the advertisers in this fiscally more responsible era while assuring high quality creative product from their advertising agencies. DFI is the Client’s common production link between all their brands, ad agencies, production and post-production suppliers.
Global advertising production experience, coupled with hands on experience in filmmaking, cinematography, special effects, and sound engineering has enabled DFI to become the leader in broadcast production and advisory services.
By adding its distinctive spin on creativity and unique methodology, Direct Focus impacts the overall look and commercial value of the end product in a positive way. DFI has trained and advised global clients, cost consultants, ad agencies, production companies, and editors on more than five hundred large budget TV commercials worldwide.
Direct Focus Inc. ensures that its clients are protected from outside agendas and represented by a company with an unbiased, objective point of view.
Past clients include ExxonMobil, Tommy Hilfiger, and Kia Motors. Direct Focus currently advises on all creative and manages over $50 million in advertising production expenditure for numerous beverage divisions of PepsiCo.