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The directive was to show Elfman's character undergoing a personal transformation - from corporate big shot to fun, fearless female - in just 10 seconds. Elfman was shot on set against a greenscreen and the open's background was to feature iconic New York elements.
Creative director/design director Christine Lin captured digital stills from throughout the city using a Canon EOS-5D digital camera. Images were later brought into Discreet Inferno where VFX director Steve Zourntos broke them down into panels and combined them to make a collage effect, creating a 360 degree camera move so that as Elfman spins around, her environment changes. Animated color panels help bring to life to the big city look and resolve into the show's main title.
Music was created by Nikka Costa.