LAIR
- Open roles
- 0
- Founded
- 2010
- Employees
- 11-50
- Offices
- 2
About LAIR
LAIR is an independent creative studio and integrated production company founded in New York City in 2010 by commercial director and visual artist Thor Raxlen. Also known as The Collective @ LAIR, it brings together live-action filmmaking, animation, visual effects and post-production for brands and advertising agencies. Its approach connects creative development with production and finishing, allowing projects to draw on several disciplines within a coordinated production process.
The studio develops concepts, scripts and visual approaches, then provides commercial direction, cinematography, production management and live-action shooting. Its post-production capabilities include editorial, compositing, CGI, motion design, color grading and finishing. Animation work spans traditional techniques, stop motion, and 2D and 3D character animation, supporting both standalone animated content and effects integrated into filmed material.
Experiences beyond the screen
Through LAIR X, the company extends its production work into experiential installations and live events. Capabilities include architectural and water projection mapping, multi-screen video installations, interactive digital executions and large-scale brand activations. These projects combine moving-image production with the physical settings in which audiences encounter the work, from indoor immersive environments to outdoor projection experiences.
LAIR has also introduced generative AI visualization into its commercial workflow through LAIR AI. This adds another strand to a practice that combines filmmaking, digital imagery and experiential production, with technical approaches selected around the creative requirements of each project.
Production and post-production
In August 2022, The Collective @ LAIR launched The Lodge, a separately operated sibling studio focused on editorial, motion graphics, visual effects and color finishing. LAIR continues to maintain its own production operations in New York, combining commercial filmmaking with experiential and digital work. Its markets include advertising, consumer electronics, automotive, sports and entertainment, television networks, cosmetics, luxury goods, retail, live events and international nonprofit organizations.
More about LAIR
Leadership and background
- Thor Raxlen serves as Founder & Director. A University of Toronto theatre graduate, he brought more than two decades of commercial filmmaking experience to the studio's founding.
- Mark Aji is Partner & Executive Producer, and Theresa Loguercio is identified as Partner & Head of Production.
Collective operating model
LAIR describes a project-specific talent model: it curates directors and production units around individual creative challenges rather than limiting clients to a fixed roster. A core team is supplemented by a network of more than 300 commercial directors, animators and digital artists; this network is distinct from its employee headcount.
Production collaborations
The 2019 UN Climate Action Summit installation was produced with Ryot Media and directed by Steven Weinzierl and Thor Raxlen. LAIR also worked with Octagon on Delta Air Lines' Mariano Rivera dedication campaign. These collaborations illustrate its use of external production partners alongside its own creative team.
Notable credits
20 creditsOffices
Where LAIR is based
- New York, United States
New York offices
HeadquartersAbout this office
**Office** Status: active Headquarters Address: 125 West 29th Street, New York, NY 10001, United States Current Manhattan headquarters and primary operating location. --- **Office** Status: inactive / historical Address: 134 West 29th Street, Suite 903, New York, NY 10001, United States Historical Manhattan studio premises; the report identifies 125 West 29th Street as the current headquarters.
- 50 Mystic Drive, Ossining, NY 10562, United StatesOssining, New York, United States
Westchester / Regional Production Studio
Regional production studio and operational base.
Open roles
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