Sega | Dreamcast
Ahead-of-its-time gaming system takes on industry giants.
Challenge
Communicating first-to-market features.
The original gaming system with a built-in modem, Dreamcast pioneered online play. After its initial launch failed to meet expectations—and seeing the next-gen PlayStation and all-new Xbox on the horizon—Sega needed to gain allegiance quickly among both gamers and retailers.
Photography
Visually speaking.
In collaboration with photographer Carl Vanderschuit, we created a series of images that evoke the competition of head-to-head gameplay.
Packaging
The power of POV.
Highlighting Dreamcast’s online gaming capability, a dark, mysterious image puts the player in the picture—facing an unknown opponent over the horizon. Accessories and peripherals extended the point-of-view concept.
Subsequent bundled editions featured game characters taking over the scene.
Environments
Dreaming big.
Online gaming made a splash at the E3 tradeshow with imagery wrapping a double-height space. A year later, Sega’s presence at the event reflected a renewed focus on its hit game franchises.
Campaigns
Say it loud.
As part of the Dreamcast campaign, the iconic “Sega scream” from past TV spots was reimagined visually to reflect head-to-head competition.
Outcome
Over 20 years later, Dreamcast holds legendary status in gaming history with a thriving collecting and modding community.