J.J. Abrams sensed his upcoming series’ anarchic vibe, conceived as a tribute to the 1970s car-chase movies, would be a match with the studio’s imaginative visual aesthetic.
J.J. and [series co-creator] LaToya said, “We have this new show coming up, and we want you to make the title design.” They gave us a lot of room. They talked a little bit about the style and the vibe of the show, and said, “Don’t be scared of being yourself. Go for it.”
The titles evolve from Episode 1 to Episode 8. Each time, we included Easter eggs specific to each episode. Our idea was to inject surrealism into those evolutions, so going from Episode 1 to Episode 8, the sequence becomes more crazy and surreal.
One episode at a time, we added little pieces. We added blue suede shoes [hanging from a telephone wire], and in the next episode, there’s a Rolodex with information inside that is important for that episode. Later, there’s a wonderful Howard Hughes Aero-Mobile car that appears in the show.

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