Design in Motion

Avatarlabs Designs And Delivers New Main Title Show Open For “Veronica Mars” Airing On The “CW” TV Network
By Staff
Jan 9, 2007, 11:48

AvatarLabs, a full-service motion graphics and online design studio for the entertainment industry led by noted creative director/designer Rex Cook, has designed, created and delivered a new main title show open for the hit television series “Veronica Mars.” That show made its debut on the CW Network in September 2006, after its years of previous success airing on the UPN Network, where it debuted in 2004. Mr. Cook made the announcement.

Specifically, AvatarLabs shot footage for and animated the opening sequence. AvatarLabs’ clients for the “Veronica Mars” project were executive producer Joel Silver, and the show’s co-producer Hans Van Doornewaard.

Hans van Doornewaard said, “When Veronica Mars began its third season, it desperately needed a new opening title sequence. A lot had happened to the show since it first aired. In fact, over the summer of 2006, the show had changed networks, joining the new CW family, many new cast members had been added, and Veronica was now a freshman, beginning her college career. The show’s creator needed a main title that was as clever and uniquely noir as his show was. That’s where Rex Cook and his team came in."

"Rex and the gang at Avatar got on board quickly and never lost touch with Rob’s original concept. It wasn’t always easy, either. The concept’s foundation was based on a very specific style; the artwork of a Southern California photographer who’s style provided a noir-voyeur palate for the cast. She, the photographer, subsequently quit after completing only ten percent of the setups. Rex quickly picked up the pieces and had backup photographers on set within 24 hours.”

“This was the first of many setbacks that threatened to knock the project off course. As always, actor availability and production deadlines cursed the team until their final delivery was met. Simply put, the gang made countless trips to San Diego, on a moments notice, sent out second unit photographers to re-shoot back plates and basically, never once complained. Indeed, when I would call Rex to present him with some new hurdle, he’d greet me and the obstacle with the same quasi-sinister laugh, a kind of ‘bring-it-on attitude.’ It was a pleasure working with a team as fun and talented as AvatarLabs.”

The AvatarLabs creative team behind the new “Veronica Mars” open includes:
Rex Cook, Creative Director
Aki Narita, Art Director
Jordan Davids, Designer
James Safechuck, Designer
Shawn Sershen, Designer
Chris Dehmon, Designer