Ad of the Day: ‘The Girl With the Dragon Tattoo’

Blur Studio makes David Fincher happy with a stunning animated opening title sequence

Usually it's the trailers that do the heavy lifting in promoting a film. But in the case of David Fincher's The Girl With the Dragon Tattoo, it's the opening title sequence that's drawing rave reviews.

Blur Studio in Venice, Calif., was tasked with creating the opening, and Fincher didn't flinch at setting the bar high. "I got a call from him, it was the middle of the night in Sweden and he was on some shoot that was going really bad," Blur co-founder Tim Miller told "And he calls me and he says, 'Look, you're going to do this thing and it's going to redefine titles for our generation the way Se7en did, and that's all there is to it.'"

Fincher's idea was to include details in the opening from all three of Stieg Larsson's books about Lisbeth Salander, not just Dragon Tattoo. The details were to be based on moments in the trilogy that could be demonstrated visually. Miller came up with 26 moments that Fincher approved and illustrated them in 252 separate shots of 24 frames or fewer—all in an imposing, oil-drenched-looking style and backed by the grinding sounds of Karen O and Trent Reznor's cover of "Immigrant Song."

The results are impressively gritty, yet the process was "pretty smooth-flowing," Miller revealed. And it's certainly having an effect, with some audiences reportedly applauding the sequence at its conclusion.


Client: The Girl With the Dragon Tattoo

Agency: Blur Studio

Creative Director: Tim Miller