LaFontaine continued to work as a recording engineer after discharge and began working at the National Recording Studios in New York City, where, in 1962, he had the opportunity to work with producer Floyd Peterson on radio spots for "Dr. Strangelove". Peterson incorporated many of LaFontaine's ideas for the spots and, in 1963, they went into business together producing advertising exclusively for the movie industry. LaFontaine claimed that this company first came up with many of the famous movie trailer catchphrases, including his own future signature phrase, "in a world..."