Lessons in Chemistry | Elastic

Elastic

Embark on a journey behind the creative process of the visually stunning title sequence for Apple TV+’s latest series, “Lessons in Chemistry.” Elastic CD Hazel Baird, collaborating with Roughcollie, brought to life the essence of Bonnie Garmus’s 2022 debut novel in this captivating visual experience.

The challenge was clear from the start: design titles adaptable to any preceding mood. The sequence unfolds with an enigmatic tone, accompanied by the infectious beats of Mildred Bailey’s ‘Wham (Rebop Boom Bam),’ promising a dynamic dance of emotions. Director Sarah Adina Smith envisioned the pencil as a pivotal element, symbolizing the actions and interactions of the protagonist, Elizabeth Zott.

With a production timeline of just over 13 weeks, the team meticulously infused life into pencils, crafting them into characters with distinct emotions. The notebook, representing Elizabeth’s thoughts and experiences, served as a canvas for authentic and meaningful content, seamlessly integrating with the series’ narrative. A notable technical challenge was the transition from a paper surface to a cake mix during the cooking section. The team’s dedication to maintaining the essence of paper while introducing dynamic shifts adds an extra layer of depth to the visual experience.For fans of the original novel, the title sequence is a treasure trove of subtle references, enhancing the viewing experience. The result is a labor of love that surprises and expands the boundaries of storytelling, offering a brief yet enchanting visual exploration for audiences diving into the world of “Lessons in Chemistry.”

 


Credits:

Post Production
Design Studio: Elastic
Creative Director: Hazel Baird
Design and Animation: Roughcollie
Type Design: Jaime Van Wart
Editor: Jessica Ledoux
Storyboards: Lance Slaton
Producer: Mitchell Fraser
Head of Production: Paul Makowski
Executive Producer: Kate Berry
Managing Director: Jennifer Sofio Hall

From the creator:

Client: AppleTV+

Post Production
Design Studio: Elastic
Creative Director: Hazel Baird
Design and Animation: Roughcollie
Type Design: Jaime Van Wart
Editor: Jessica Ledoux
Storyboards: Lance Slaton
Producer: Mitchell Fraser
Head of Production: Paul Makowski
Executive Producer: Kate Berry
Managing Director: Jennifer Sofio Hall