We knew from the start that this needed to feel like more than just a "regular" product drop. Atari's Halloween IP has real character to it, and we wanted the campaign to have that same energy.

The concept we landed on was a ghost catwalk. Three ghosts, dressed in merch, walking on the spot in front of a stage rigged with purple and green lighting, speaker stacks, and the kind of atmosphere you'd expect from a underground, late night, Halloween event. It sounds simple, but watching a ghost in a Haunted House tee hold its ground on a concert stage while the crowd goes wild is exactly the kind of thing that stops people mid-scroll. The iconic red eyes hover above it all, instantly recognisable to anyone who's ever played the game, and completely at home in the Halloween setting.

Cutting in from time to time were flashes of stills from the Centipede Blast video, tying in previous narratives, giving a real sense of cohesion across the Atari and Atari X brand.

The product renders were built to complement the hero animation, giving each piece in the line its own moment in the spotlight against the same environment, keeping the whole campaign visually consistent.

The sound design for this video was created in-house by our team, producing a reimagining of the original Halloween Soundtrack.