The agency that helps you see the full picture.
WE HATE BLIND SPOTS.
OKAY, MAYBE HATE IS A STRONG WORD, BUT WE CAN GET A LITTLE WORKED UP. BECAUSE WE BELIEVE THAT WAY TOO MANY IMPORTANT MARKETING DECISIONS ARE MADE WITHOUT SEEING THE FULL PICTURE. THAT’S WHERE WE COME IN.
DEEP FOCUS IS AN AWARD-WINNING CREATIVE AND MEDIA AGENCY. AND JUST LIKE OUR NAME SUGGESTS, WE KEEP EVERYTHING IN FOCUS AT THE SAME TIME.
Our Work
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WE GAVE THE GREATEST STORYTELLER A VOICE
THE WORK
HBO was home to the strongest voices in television, so strong that they overpowered the network’s own voice. To give HBO a presence as strong as its characters, we created over 400 pieces of content per month crafted and published across HBO’s social networks, all delivered through the lens of our honed persona, POV and strategies. This award-winning body of work is just one reason we’ve been partners for ~7 years across HBO and Max.
SERVICES
Strategy
Creative
Production
Media
Data & Analytics
RESULTS
122 million engagements
over 3.5 billion views
19 billion impressions throughout the year
grew our feeds by over 6.5 million new followers (45% growth)
WE LED AN INVESTIGATION THROUGH THE MURPHYVERSE
THE WORK
In partnership with FX, we orchestrated an innovative, experiential campaign to make newcomer Grotesquerie stand out in a crowded horror landscape. We kicked things off by covering the purple carpet premiere event with TV's greatest recap personality, Evan Ross Katz. We covered real-world premiere stunts and opulent creator feasts, and we even created a music video for a one-of-a-kind "Symphony of Screams" with Grammy-winner Blake Slatkin. Once we were in-season, we eventized weekly viewing with custom episodic content that engaged directly with fans of the show, and we deployed a custom community management approach that used text morphing to embody the spirit of the show and establish the @grotesqueriefx handle as an extension of the series itself.
The campaign’s key goals were to generate high social engagement, drive tune-in throughout the season, and establish Grotesquerie as a must-watch. The results spoke for themselves: a #1 trending spot on Hulu at launch, over 131M views and 2.7M social engagements across social, and recognition as a Shorty Awards Finalist in the category of Best Entertainment Social Campaign. A suspenseful, multi-faceted piece of work that wasn't just good – it was scary good.
SERVICES
Strategy
Creative
Production
Platform & Community Management
RESULTS
#1 trending spot on Hulu at launch
over 131M views and 2.7M social engagements across social
a Shorty Awards Finalist in the category of Best Entertainment Social Campaign
WE INTRODUCED EVERYONE TO THEIR NEW FAVORITE TEACHER
THE WORK
Together with our friends at FX, we welcomed viewers into a new era of public education with English Teacher. We created nostalgic AR filters. We produced tongue-in-cheek PSAs. We crafted custom episodic content to amplify the show's unique brand of comedy and one-of-a-kind character perspectives, leveraging fan-favorite moments on social throughout the campaign. And from pre-premiere to post-finale, we also provided social listening to remain in tune with fan sentiment, insuring a constant connection between network and audience. In the end, the show – and our work on it – concluded in the best way possible: a renewal. English Teacher will return for season two!
SERVICES
Strategy
Creative
Production
RESULTS
English Teacher renewed for a second season!
WE REMINDED
PEOPLE THAT PETS LOVE DIFFERENT
THE WORK
In partnership with Disney Branded Television, we created a social campaign to drive home the importance of pets and the invaluable love they provide us with the original Disney documentary, Pets, directed by Bryce Dallas Howard.
Deep Focus services included social creative development and social strategy, resulting in content collaborations with Disney Jr. and Disney+ along with pieces that made us laugh and A LOT of pieces that made us cry (happy and sad tears.)
SERVICES
Strategy
Creative
Production
RESULTS
Collaborated with Disney+ and Disney Jr for launch content
Successfully drove growth and engagement for the Disney Original Docs social handles
WE CHAMPIONED PEOPLE LIVING WITH CEREBRAL PALSY
THE WORK
In partnership with Disney Branded Television, we created a social campaign to not only navigate sensitivities of the Cerebral Palsy community, but to give the community a proper platform to speak for themselves.
Deep Focus services included social creative development, social strategy, and talent junket support, resulting in collaborations with Barnes & Noble to activate the existing book fandom (the film’s source material) and a robust series of pieces to drive viewership around the premiere.
SERVICES
Strategy
Creative
Production
RESULTS
Collaborated with Barnes & Noble to activate the existing book fandom of the film’s source material
Concepted / produced talent junket content to drive viewership around the premiere
WE GAVE VISITORS A REASON TO LEAVE PARADISE
THE WORK
Aruba has perfect weather, warm water, and cool beaches, none of which make the island unique. What does is intangible. Aruba changes you from the inside out. When you visit, you become a happier version of yourself. You take that happiness home with you and share it, so the happiness grows. That’s the Aruba Effect. The real reason to visit. And a good reason to go home.
SERVICES
Strategy
Creative
Production
Media
Data & Analytics
RESULTS
Site visits up 61%
Paid Social engagement rate over 100% since launch
Video click-thru rate up 81%
Time spent with rich media ads 50% higher than industry average
WE REVIVED THE BEST PROMISE IN ADVERTISING
THE WORK
75 years ago, Avis did something unconventional in advertising - they told the truth. The classic “We Try Harder” campaign is still considered one of the best in history. After a long hiatus, we revived the brand’s legacy of humility and an unmatched work ethic with “Plan on us,” a campaign that reminded everyone that for 75 years, Avis has had only one plan. To help you keep yours.
SERVICES
Strategy
Creative
Production
RESULTS
Broke the company record for most reservations in a single day 5 TIMES during campaign
Broke the company record for most website visits in a single day 2 TIMES
We sold every drop of Campari
THE WORK
To support the launch of Max’s House of the Dragon, we developed a series of interviews built to help fans get to know our new cast. What could have been just another interview series turned into one of the most viral videos of 2022 because of the way we leveraged the power of trending audio on TikTok. With just four words — “Negroni Sbagliato…with Prosecco” — we garnered over one billion impressions and inadvertently disrupted the Campari supply chain. Cheers!
SERVICES
Creative
Production
RESULTS
Over 1 billion impressions
Over 40 million views
2.8 million engagements
SILVER CLIO ENTERTAINMENT AWARD
No more Campari…oops
WE SAID WHAT EVERY MOM WAS THINKING
THE WORK
Six years into our partnership with Frito Lay, continued growth depended on growing usage beyond mealtime. To infiltrate snack time in an unpredictable but undeniably relatable way, we positioned the brand’s Variety Pack as a magical way to finally bring some unity to the family unit…in your wildest dreams.
SERVICES
Strategy
Creative
Production
RESULTS
Propelled Frito-Lay Variety Pack to be the highest-selling product in the frito-lay portfolio
WE CREATED NIGHTLIFE WHEN NIGHTLIFE ENDED
THE WORK
With bars closed during the pandemic, Jagermeister sales and bartender livelihoods depended on keeping a shot brand relevant. “Save the Night” was a digital platform, built from scratch, which invited people to book “Meisters” – the world’s finest artists, DJ’s, bartenders and musicians – to perform at their online parties. The activation made a real difference while livening up lockdowns and reuniting the nightlife community.
SERVICES
Strategy
Creative
Production
Media
Data & Analytics
RESULTS
Most successful activation in the brand’s history // executed across 11 markets
200 Million Social Impressions
700K Page Visits
37,500 Hours Spent
Over $1M raised for those nightlife workers affected by C-19
WE FOUGHT THE ALGORITHM WITH LOVE
THE WORK
During a lull in their programming schedule and at the height of the “streaming wars,” we needed to set HBO’s library of content apart. Inspired by social conversation and a growing backlash against people being treated as data, we launched “Recommended by Humans.” It was the first human-powered recommendation engine, which positioned HBO in direct opposition of the algorithms - and of Netflix - because shows that touch you on a deeper emotional level can only be Recommended by Humans.
SERVICES
Strategy
Creative
Production
RESULTS
Viewership of recommended up by 1300%
So successful that Human Recommendations were introduced out as part of Max functionality
WE DROVE A WEDGE BETWEEN WHISKEY AND BEER
THE WORK
To grow Jägermeister drinking occasions we needed to authentically intercept and draft off of existing behaviors. One of those behaviors was the default order of beer with a shot of whisky. To fuel the beer and whiskey breakup, we introduced the world to a new drink order “Deer & Beer” through an integrated campaign that was tactical and tactful.
SERVICES
Strategy
Creative
Production
Media
Data & Analytics
RESULTS
11% increase in sales during campaign window
47% lift in awareness amongst new audience segments
WE BUILT A BOOKING MACHINE
THE WORK
Ace Hotel books a lot of rooms. In a lot of cities. In a lot of countries. They book for launches. They book for revivals. To help them do it, we built a custom room-booking machine across all digital touchpoints to efficiently attract customers in countries around the world every day.
SERVICES
Strategy
Media
Data & Analytics
RESULTS
12X Return on ad spend
brooklyn launch (in ultra-saturated market) delivered 17X ROAS
International markets (with lower brand equity) delivered a return of 50-100% Yoy
WE CUT THROUGH THE BULL WITH A BULL
THE WORK
We attacked the systemic lack of transparency in the personal loan category horns first with a spokesperson that was impossible to ignore. The Credible “Credi-Bull” is on a mission to eliminate bullshit, because it’s either Credible, or it’s not.
SERVICES
Strategy
Creative
Production
Audience Data
RESULTS
Our campaign increased site visits by over 600% during the time it was running.
Google searches for Credible increased by 125% during the campaign.
Unaided brand awareness doubled following the campaign.
WE TRIPLED CABINET SALES
THE WORK
The RTA Store needed a digital transformation. Before our partnership, they ran tactically focused media campaigns without proper measurement or attribution. We launched their first-ever brand campaign and developed a paid media program to deliver a minimum 5:1 ROI while better segmenting and messaging DTC and B2B audiences.
SERVICES
Strategy
Creative
Production
Media
Data & Analytics
RESULTS
13% rise in conversion rates, resulting in a 32% increase in revenue for direct traffic
78% over ROI goal in Q1
278% over ROI goal in Q2-Q4
HOW WE THINK
Full
Picture
Smarter
Decisions
BETTER RETURNS
SERVICES THAT KEEP THE FULL PICTURE IN FOCUS
powered by audience & brand strategy
Creative
powered by comms & investment strategy
MEDIA
powered by channel & content strategy
Social
powered by data & measurement strategy
Analytics
LEADERSHIP TEAM
MATT STEINWALD
KYLE KRUEGER
Managing Director,
Chief Creative Officer
EVP, Head of Media
LINDSEY ALLISON
MELISSA BROWN
SVP, Head of Strategy
VP, Head of Production
CASEY MALINOWSKI
KATIE SCHADE
VP, Head of Social
VP, Client Service
DANA NICHOMOFF
NICK DERMIGNY
VP, Client Service
VP, Director of Analytics
TEAM OF LEADERS
Four core values that unite us
BRAVERY
to challenge convention
GENEROSITY
to share skills and support
differences and perspectives
HONESTY
with others and with yourself
