30 years is a long time to be great at something.

Here’s a little equation for you: over 1000 commercials x 22 countries + 30 years = Direct Focus, Inc. Founded in 1990 as the US branch of Barry Rosen Productions, we have consulted on or produced award-winning commercials for some of the world’s top brands with cutting edge post-production and sound facilities in Johannesburg, Geneva, London, and New York.

Meet Our Team

Barry Rosen

Barry Rosen – The myth, the legend, the cigars. With over 41 years of experience within film, music, engineering, and accounting, to name a few, Barry has become a unique commodity and personality within the Commercial Production Industry. Having worked as a director, cinematographer, executive and line producer, editor, music producer, and sound engineer, he’s earned the right to brag a bit and make unnecessarily long lists about his qualifications. Because of this (and his charming personality), global brands like PepsiCo, Exxon/Mobil, Unilever, and Harman International have trusted him with elevating their production standards. He could name several big brands, but he doesn’t want to brag too much (add “modest” to his list of qualifications). As if this wasn’t enough to impress, Barry uses his veteran status within the industry to share his knowledge and expertise by leading lectures throughout the US, England, and South Africa. What a guy!

Neil Goldberg

Neil entered the world of sports television and quickly established himself as an innovative leader in the industry. His pioneering production approaches in both the creative and technical categories have played a big part in the way sports television is both covered and viewed today. In his 40+ years in the industry, Neil excelled at integrating sales strategies that champion sponsors without taking fans away from the sports they love. Honored as a 20-time Emmy Award Winner, he credits his success to his true passion for filmmaking and storytelling. Since joining Direct Focus in 2013, Neil has used his unique approach and collaborative spirit to help elevate every production and putting the money on the screen.

Danielle Vadai

Danielle is your go-to person for all things business affairs related at Direct Focus. She’s an asset to both agency and client, working as a liaison from handling SAG matters to coordinating traffic needs. She previously honed her skills as the VP of Talent Negotiations and Licensing at Platinum Rye Entertainment. Her Clients included Pepsi, Visa, DirecTV, Coors, AT&T and Pizza Hut.  Danielle leverages her role in the celebrity endorsement Industry as owner of Monsoon Entrainment, where she puts her expertise for negotiating celebrity talent, property and music licensing into action. Danielle graduated from Boston University and lives in Bedford, NY with her husband, 3 children and 3 dogs, where she artfully applies all of her collaborative skills.

Lauren Renz

Lauren started in film and television on the post-production side, winning two awards for best editing from the Gray's Reef Film Festival. She worked as a freelance editor for companies such as PepsiCo, the Savannah Ocean Exchange/National Geographic, and St. Joseph's Hospital. Equipped with a sharp editorial eye and a knowledge of the technical and financial side of production, she has spent the last 8 years at Direct Focus creating compelling commercials and content for clients such as Starbucks and Lipton Tea. Lauren has a BA in Film and Television from the Savannah College of Art and Design.

Brett Zuckerman

Brett has been working in advertising and production for 20 years.  Prior to joining DFI, Brett was a cinematographer for everything from branded content to TV commercials, until shifting gears to work more closely with creatives and clients as a Broadcast Producer at Grey New York.  His collaborations netted him 17 Cannes Lions, including the Grand Prix.  Brett combines his technical and creative background with his budgeting expertise to advise brands how to maximize their spending and elevate their content of all kinds.  Brett has a BA in Communication Arts from the University of Wisconsin-Madison.

Allie Mercurio

Allie has been in the production industry for 10 years now. She started her career in the fashion industry working for brands such as Proenza Schouler, Theory and Helmut Lang. She began her production knowledge by working on fashion week shows and photoshoots. After a year in the fashion industry she moved over to an experiential marketing agency where she produced live shows for brands such as Subway, PepsiCo, Time Inc. and Merck. This helped her to build a more technical/creative knowledge in the industry. She started her move over to advertising by joining the Direct Focus team and has since worked on the Water + and Starbucks business. Her time at Direct Focus has helped her grow her knowledge further in film making, editorial, lighting, and the financial aspect of every project.

Kimera Rosen

Despite what her youthful appearance may lead you to believe, Kimera has been in the industry for over 11 years, not including the years she spent growing up around commercial sets. With a marketing degree from Bentley University (pronounced Harvard) she initially started her career with jobs in b2b and PR, but couldn’t deny the call from the advertising dark side. She has worked her way up in account and production departments within notable agencies such as DDB, Havas, Motive, and RGA, collaborating with brands such as IBM, Samsung, Verizon, PepsiCo, and JBL, to name a few.  Prior to joining the Direct Focus team, Kimera was head of production at a visual effects and post-production house, overseeing a team of artists and producers. Kimera’s 360 understanding of the advertising process, the roles and departments that comprise it, and her unique perspective make her an integral part of the projects she is a part of.

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