The firm's clientele included acts like Martina McBride, Brooks & Dunn, Reba McEntire, and numerous others.
Through DFP, Deaton also worked on the opening title sequence for Monday Night Football and has directed or produced various commercials and television specials.
That year, Deaton also began directing and producing commercials for various companies and organizations, including the Los Angeles Lakers, through DFP.
The sequence featured Hank Williams Jr. performing a reworked version of his song, "All My Rowdy Friends Are Coming Over Tonight," cut with clips of that night's competing teams.
[9] Throughout the 1990s and early 2000s, Deaton continued directing music videos for acts like Diamond Rio, Brad Paisley, Reba McEntire, Big & Rich, Brooks & Dunn,[8][10][11] and Rascal Flatts.
[11] In 2003, Deaton pitched the idea of a television special to CBS that would showcase performances from the CMA Music Festival.
The resultant two-hour special first aired in 2004 on CBS,[13] but would later move to ABC where it would become known as the CMA Music Festival: Country's Night to Rock.
[15] In the ensuing years, he worked as executive producer on a variety of projects including a Rascal Flatts TV special on ABC in 2011,[20] an ABC reality singing competition series called Duets in 2012,[21] a Tim McGraw and Faith Hill residency (Soul 2 Soul) at The Venetian Las Vegas in 2012,[22] and the Michael W. Smith Christmas album, The Spirit of Christmas, in 2014.