Narcos (2015)

“Silver or lead? You decide.” — Pablo Escobar

It will be yours... It will be yours...

The solemn promise of Rodrigo Amarante’s "Tuyo" grounds Digital Kitchen’s pitch-perfect introduction to the Netflix crime saga Narcos. The title sequence is our passport into the sordid, seductive world of Colombian drug lord Pablo Escobar, offering a tantalizing glimpse at the life of the notorious "King of Cocaine" and a peek inside the international effort to bring down his multi-billion dollar enterprise. The opening is also the story of cocaine itself – the narcotic that built Escobar’s empire – and the wealth, power, glamour, violence, and death that always seems to accompany it. Hero to some, villain to many more, the effects of Escobar’s reign are still felt to this day, making the opening feel all the more relevant and vital.

Created by DK’s Los Angeles studio, the Narcos opener is a brilliant blend of past and present, combining archival photos and footage – some taken by Escobar’s actual family photographer "El Chino" – with a clean, sans-serif typeface and recreations of early ’80s espionage and excess. Capped off with stunning aerial shots of Bogotá and a portentous burning automobile, Amarante’s stirring ballad plays on, promising more and more and more.

A discussion with Creative Director TOM O'NEILL at Digital Kitchen.

Give us a little background on yourself. You're from Australia, but you moved to LA in 2009, right?

Tom: I basically arrived completely fresh-faced here in Los Angeles. I'd worked in Sydney as a motion graphics guy, but my background was in product design. I was an industrial designer and I switched over to graphic design and motion graphics. So when I arrived in LA I freelanced with a lot of shops, just art directing and animating, designing here in the area and I eventually caught the eye of a…

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