Peak Sam Lake behaviour, tbh.

On the video game developer chart of weird to normal, and serious to goofy, where Hideo Kojima is weird/serious and Rare is normal/goofy, you’ll find Remedy creative director Sam Lake firmly in the weird/goofy category.

His latest publicity stunt for the release of Alan Wake Remastered is proof of this, as the madman not only jumped into a freezing cold Scandinavian lake (“Cauldron Lake”, he says) fully clothed, but also drank coffee in it. Sam, why?

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