The goal was to develop a campaign that would reawaken a sleeping brand, and at the time, the X-Box and Playstation 2 video game systems were all the rage. The 'Atari Orb' was a fictional video game system conceptualized for a class assignment at the College for Creative Studies, circa 2002-2003 - the competitive advantage was that the 'Orb' was capable of playing video games from all systems. The campaign had to reflect research of the target audience, and my research told me video gamers were a very aggressive, passionate group. I wanted to combine this with the definition of an orb, which is a circle, and also have the typography treated in a fast, aerodynamic, 'quick' style. The result is the campaign below.