NEW YORK Deep Focus has been awarded online media and creative duties for The Weinstein Company, the agency said.
The Brooklyn, N.Y., interactive shop specializes in Web advertising campaigns for entertainment companies. The agency previously worked for Bob and Harvey Weinstein's Miramax division at Walt Disney, running campaigns for Sin City and Kill Bill.
Deep Focus CEO Ian Schafer was vice president of new media at Miramax's Dimension Films prior to founding Deep Focus in 2002.
As the film company's lead interactive agency, Deep Focus will handle Internet advertising and public relations for a slate of at least 16 movies The Weinstein Co. plans to release in the next nine months. Its first film, Derailed, is tentatively slated for release Nov. 11. Deep Focus is handling online PR for the movie.
Deep Focus also has a "first-look" deal with The Weinstein Co., allowing it to bring interactive trends to the multimedia company's attention.
"We're on the front line of what's hot, especially with younger online users," said Schafer. "We can spot trend before they become full-fledged."