Thor Raxlen Welcomes Ad Industry Into His New LAIR
Press Release from LAIR
NEW YORK, NEW YORK – August 4, 2010 – Ad industry veteran Thor Raxlen is firmly ensconced in his new LAIR (www.lair.tv), a live-action, visual effects, character animation, design and post finishing studio. Focused on integrated work and fueled by impeccable craftsmanship. LAIR is a creative collective of top talent offering a unique collaborative experience where work is generated from the combined brainpower of clients, agencies, production, and postproduction.
Fifteen years ago, Thor Raxlen founded Chelsea Digital, Chelsea Pictures’ in-house postproduction finishing boutique, with an eye to integrating editorial with visual effects, post finishing and design and 3D animation – to create a collaborative environment where boundaries did not matter and the focus was on creative and creative collaboration. Five years ago he partnered to launch Guerilla FX which successfully incorporated live-action production with post.
In the last four or five years, the industry changed yet again and Raxlen felt it necessary to reconfigure what he was offering to better meet the current and future needs of his advertising clientele. His full service, effects driven production house is light and nimble, but also has horsepower. “I’ve been watching the industry for a long time,” explained Raxlen, LAIR Partner/Creative Director. “Although an integrated approach to production and post is the ‘idea du jour,’ and there are companies out there popping up with a year or two of experience under their belts claiming to be integrated, at LAIR, this process has been evolving for over 15 years. The result is a more efficient, collaborative creative process which ultimately translates into better work and a better working experience - whether it be content for iPhones, laptops, televisions or billboards. LAIR is a new company, with a fresh fun approach and this certainly isn’t our first rodeo! I also believe very strongly in creating a really good vibe when we work. The team at Lair loves what we do. There is a joy to our process and I know this positive energy in turn feeds back into the quality of our work.”
Theresa Loquercio, LAIR’s Head of Production added, “We have always been about collaboration and cooperation. Clients tend to get us involved very early in the process, at times even before they pitch their clients, something we really welcome. In addition to our advertising work, we have a very diverse portfolio and are still available to serve all sectors of the community. We are tremendously versatile and, utilizing an interesting blend of technologies, in addition to TV commercials, we have conceptualized, designed and executed websites, banner ads, 3D illusions, product photos, and a lot of outside the box work.“
Spread over four light and airy floors of an architect designed brownstone with a spacious backyard in Noho, as well as an office in Hollywood, the LAIR collection of filmic artists have already completed commercial projects for Samsung for Leo Burnett, Cedar Fair, Kyocera, Weis Supermarkets and Starz and is currently putting the finishing touches on projects for Click TV, Bloomberg for JWT, Checkers for ML Rogers and Campfire Media.
The LAIR team includes the best of the best, creatives Raxlen worked with over the years. Led by Raxlen, the core staff includes Head of Production Loguercio; Producers Alex Aab, and Nicole Rodan; Editors Jason Yantz and Linda Peters; Post Producer Ted McEnaney; and a strong, client savvy roster of designers, character animators and CG artists.
Lair has built a superior production model based on 3 pillars - experience, collaboration, and versatility. As an integrated live-action studio and postproduction VFX facility the company’s streamlined approach to projects allows for an across the board collaboration from concept through delivery, with every base in the middle covered.