Focus Factory: Video Production Company For Dallasites

By Common Desk - August 19th, 2014

This month, we welcome Focus Factory to our coworking ranks. Here’s what they have to say for themselves.

What are you up to?

Focus Factory is a video production company for agencies and brands. We make commercials for broadcast and long form video content for web.

What’s your story?

Focus Factory was launched in 2011 by James and Lauren Williams. After nearly two decades of film and television production in LA and NYC, seasoned producer James Williams wanted to get out of the daily grind of the entertainment industry. The couple moved back to Lauren’s hometown in Dallas, TX with their 4 month old son. Once in Dallas, James quickly fell back into the entertainment industry when approached about making a commercial for a new brand based in Dallas. Over night, the Focus Factory shop was born. The experience gained from producing numerous network TV shows as well as working with top directors in film made for a natural transition into the commercial world. Focus Factory began to create content for brands and is now growing towards more advertising agency production.

What sets you apart from others in your industry?

Our trusted relationships with various directors allows us to provide agencies and brands creative and talented resources for their broadcast needs. We are the go-to resource for talented directors and hi-end production service.

How is it going?

We are building a new space for Focus Factory in the Design District that allows for still shoots and smaller productions. Keeping more services under the Focus Factory roof is a goal we have had for a while—we are thrilled to be closer to that goal. Now we just have to finish the construction… (and we promise to invite you over for the grand opening!)

What are your biggest challenges?

Being the “new kids in town” is always hard. Working each day to meet more people within each advertising agency is tough because the industry has a lot of turnover. Making sure to stay current with the decision makers is a never-ending task. Fortunately, the contacts that we need to stay in connection with have turned out to be really cool people, which makes this challenge more enjoyable.

What are the two most valuable things you have learned since starting your business?

Anyone (almost) can make a commercial, but it really takes a talented and trusted producer to make the process enjoyable and successful. From casting sessions to location scouting and crew management, there are millions of details that need to be double and triple checked. Making sure that we take the stress out of production and give agencies and brands the service they should expect makes us happy, because it’s what we are good at. Being true to your skills and always valuing your service have been the two most valuable things we’ve learned since starting Focus Factory.

What’s your favorite part of your work?

Watching the finalized project with clients and friends and hearing the oooooh’s and ahhhhhh’s. (Receiving payment for hard work doesn’t hurt either)

What is the most time-consuming part of your work?

Accounting—making sure each person on set and throughout the production process is always paid ON TIME helps us to maintain the best crews and talent around. Its time consuming, but worth it.

Do you get much free time? How do you spend it?

As business owners and a married couple, we work a lot—we are thinking about work, talking about work or networking to get work… but we make time each day to play and hang out with our two little boys. We come home early (on days we aren’t shooting) to make dinner and sit down as a family to eat. We go for walks around the block, wrestle, play talking cars or dinosaurs, paint, make treasure maps, play ball or read books before their bedtime. Then once they house is quiet and the kids are dreaming, we start talking about work again.

Where are you going from here?

Our goal is always to grow—we want to reach more agencies in the Southwest Region and also work directly with brands to create amazing content. Continuing to make rad commercials is always the goal.

Are you thinking about expanding your team?

We are always on the hunt for awesome directors. Experienced directors who have the know-how to work with agencies and submit treatments for projects are always on theFocus Factory radar. Email us if you’re a director who wants to join the FF team!

What is the impact of your business on the local community? On society?

Encouraging film production in North Texas helps to spur economic growth. The film industry is growing rapidly outside of LA and NYC—we want to bring as much as we can to Texas!

Why did you decide to office at The Common desk?

The creative vibe and killer decor sold us immediately.

Are you working on a Mac or a PC?


What are two mobile apps that you couldn’t work without?



What’s your favorite place to eat in Deep Ellum?

Cane Rosso

Awesome images borrowed from Focus Factory’s Facebook page.

About the Author

Common Desk isn’t just a coworking space; it’s a tight-knit community of game-changers, difference-makers, and global influencers.
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