Description
© 1983 Electronic Arts
Norman Seeff is a renowned photographer and filmmaker, best known for his striking portraits of celebrities, musicians, and cultural icons. Born in South Africa in 1939, he moved to the United States in the 1960s, where he began his career as a photographer.
Seeff’s approach to photography is characterized by his ability to capture the intimate, raw, and authentic expressions of his subjects. His career took off in the 1970s, when he started working with famous musicians and bands, capturing iconic images that have since become part of the visual lexicon of American music culture. Some of his most famous subjects include The Rolling Stones, Steve Jobs, James Taylor, and Ray Charles.
Seeff’s style is noted for its emphasis on the personal and dynamic interaction between the photographer and his subject, which allows him to capture more spontaneous and revealing moments. His work often reflects a blend of documentary and fine art photography.
Beyond individual portraits, Seeff’s work has had a broader impact on visual arts and culture. His images have been featured in numerous album covers, magazines, and advertising campaigns, significantly shaping the visual identity of many artists and brands during the 1970s and 1980s. His work is celebrated for its depth and its ability to convey the personality and spirit of his subjects.
The “We See Farther” campaign launched by Electronic Arts (EA) in 1983 was a pioneering advertising effort aimed at redefining the perception of video games and their creators. Captured by renowned rock’n’roll photographer Norman Seeff, the campaign featured EA’s software developers styled as “software artists,” suggesting a kinship with rock stars in terms of creativity and importance. This early portrayal highlighted the potential of video games as a serious art form and emotional medium, challenging existing notions of games as mere novelties. The campaign included thought-provoking slogans like “Can a computer make you cry?” to emphasize the emotional depth that video games could evoke, setting a visionary precedent for the industry.
Simultaneously, EA began to revolutionize game packaging by adopting an art style reminiscent of rock album covers, complete with gatefold sleeves. This not only differentiated their products on shelves but also elevated the perceived value and cultural relevance of video games. Each package was designed to tell a story, engaging players with vivid illustrations and elaborate backstories that enriched the gaming experience.
EA used this kind of packaging until 1988 when the gatefold style faded out and was replaced by regular boxes.
