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