We See Farther (EA Gatefold Collection)

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.