Atari’s Nostalgic Reinvention: Tim Lapetino on Brand Storytelling, Gaming Legacy & Design’s Future

How does a 50-year-old gaming icon like Atari stay relevant in today’s fast-paced creative landscape?

In this episode of The Brand Forum, hosts Jeremy Bloom  (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus one) sit down with Tim Lapetino, Creative Director at Atari and author of The Art of Atari, to explore how timeless brands evolve without losing their soul.

Tim shares insider stories about building creative strategy at a legacy company, reviving Pac-Man x Atari collaborations, and balancing nostalgia with innovation. He also dives into the future of AI in creative work, the art of brand storytelling, and how Atari is connecting with Gen Z and Gen Alpha gamers through modern design and gameplay experiences.

If you’re passionate about branding, creativity, retro gaming, or nostalgia marketing, this conversation is packed with insight and inspiration.

Takeaways

• Balancing Legacy and Innovation: How Atari’s creative strategy blends nostalgia with forward-thinking design.

• Storytelling First: Why emotional storytelling drives stronger brand impact than metrics alone.

• Reviving Classics: Insights from the Pac-Man × Atari campaign and what made it resonate.

• Passion into Profession: Tim’s journey from author and fan to leading Atari’s creative vision.

• AI as an Ally: How AI supports creativity without replacing human insight.

• Next-Gen Appeal: Connecting Gen Z and Gen Alpha to gaming’s original storytelling brand.

Chapters

00:00 Introduction to Atari’s Creative Vision

00:51 Guest Introduction: Tim Lapetino, Creative Director at Atari

02:02 Balancing Nostalgia with Modern Branding

03:48 Creative Philosophy and Brand Storytelling

06:42 Campaign Highlight: Pac-Man × Atari Collaboration

09:20 “Art of Atari” – Tim’s Book

12:19 Turning Passion into Profession

14:45 Creativity vs. Passion in Branding

15:32 Navigating AI in Creative Processes

17:09 Engaging the Next Generation of Gamers

18:37 Closing Remarks