AMC wrapped the seventh season of its Emmy-award winning series “Mad Men” last night which got us thinking about the creatives behind the show’s iconic opening title sequence: a silhouetted man who slow-tumbles from a high rise building while various classic advertising images fly past. Art of the Title interviewed the creators behind the compelling opening titles: producer Cara McKenney and creative directors Steve Fuller and Mark Gardner of top-notch LA production/branding/design studio, Imaginary Forces.
“The show was gripping and emotional, complex and funny—it took my breath away… I knew there wasn’t a creative instinct in me that could have turned it down,” says McKenney who was hesitant to take on the project at first.
The filmmakers go on to discuss the creative process behind the title sequence, which has in and of itself has garnered its fair share of controversy due to its alleged likeness to images of victims falling from the World Trade Center during the 9/11 tragedy.
(The show’s creator Matthew Weiner convinced the network to use the concept of the falling man as a symbol of ambiguity as to whether the audience is watching a dream.)