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``The Tonight Show with Jay Leno'' Taps jacobsrahi for New Branding and HD Show Open.

Entertainment Editors

LOS ANGELES--(BUSINESS WIRE)--March 25, 2003

Zoic Effects Team and Director John Scheer Help jacobsrahi

Bring American Scenes to Life, Transform People into Murals

Last night, "The Tonight Show with Jay Leno" kicked off with a striking new HD show open and logo created by brand strategic entertainment salon jacobsrahi. Hired for its ability to develop and execute compelling creative, design and promotional content, jacobsrahi worked hand-in-hand with "The Tonight Show with Jay Leno" to create a fresh look at a slice of American life occurring at 11:35 PM EST when the show airs nationally.

"jacobsrahi is an extremely professional, talented, and fun group of people," says "The Tonight Show with Jay Leno" Supervising Producer Larry Goitia. "Their creativity is only exceeded by their enthusiasm for your project. jacobsrahi has taken `The Tonight Show with Jay Leno' opening sequence to such a new level that I'm sure viewers will enjoy and wonder, `how did they do that?' It's been a great experience."

Goitia was introduced to jacobsrahi via the company's work on CBS's "The Late Late Show with Craig Kilborn" open, which was created in 2002. Goitia brought jacobsrahi in to present concepts for an innovative new look that builds on "The Tonight Show with Jay Leno's" brand equity. "The Tonight Show with Jay Leno" team loved jacobsrahi's idea to promote Jay Leno as "America's Comedian" and hired the team to bring the new open and branding package to life.

"The Tonight Show with Jay Leno" main title open is a seamless shot that takes the viewer around the country and into the lives of people in various environments with the surprising twist that transforms each vignette into a painted mural. Interior and exterior scenes flow into one another in this continuous pull-back that creates a window to the world of American life.

The project was brought to the small screen with creative concept and direction by jacobsrahi, live-action direction by John Scheer, and visual effects wizardry by Zoic Studios ("Buffy the Vampire Slayer," "Miracles," "Twilight Zone"). This collaboration is the signature of jacobsrahi's working methodology. The result is a show open that speaks directly to viewers that help make "The Tonight Show with Jay Leno" the number one late night show within all ratings demographics.

"This project gave us the opportunity to conjoin some of the best talents in the business with a client that was enthusiastic and collaborative throughout the creative process," says jacobsrahi Creative Director Sandep Rahi.

"To re-brand an American institution like `The Tonight Show' is something that doesn't happen everyday," adds Scott Jacobs. "It just goes to show you that when your client is confident and smart and let's you do what you do -- amazing things can happen! ...and we thank them for that."

jacobsrahi is a brand-strategic creative boutique specializing in on-air communication solutions for the entertainment industry. Strictly adhering to their "5D process" -- discover, define, design, develop, deploy, jacobsrahi has created effective communications for a diversity of clients including ABC, CBS, Disney, FX Networks, ESPN, Twentieth Television, KERA, Columbia and NBC. Emmy Award-winning Creative Directors Scott Jacobs and Sandep Rahi founded jacobsrahi in 2001. www.jacobsrahi.com.

"The Tonight Show with Jay Leno" is from Big Dog Productions in association with NBC Studios.
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Copyright 2003, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Date:Mar 25, 2003
Words:544
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