How a joke about the milkman inspired Psychonauts' best level

The Milkman Conspiracy started, as many great things do, in a Thai restaurant. Or maybe it didn't. Tim Schafer can't remember exactly. Somebody—perhaps him—came up with the phrase 'I am the milkman, my milk is delicious', and it may or may not have been during a Double Fine team meal. "I wish someone had said it at the restaurant, because their milk was delicious," he says.

Either way, those eight words unified ideas that had been buzzing around his head for a conspiracy theory-themed Psychonauts level. It's how most levels for the zany platformer started: Schafer brought the concept, the artists re-imagined it, the designers dreamt up the gameplay, and then the world builders and programmers brought it to life. So how did The Milkman Conspiracy go from a simple, silly phrase to one of the most beloved levels in a beloved game?

How did The Milkman Conspiracy go from a simple, silly phrase to one of the most beloved levels in a beloved game?

Schafer has always been fascinated by people who genuinely believed conspiracy theories, and wanted to know what was going on inside their heads. "I loved the movie Capricorn One when I was a kid, on faking the moon landing. Just the idea that someone would think [it was true] was so funny to me, in the same way some people think flat earthers are funny now, but I find it very sad, because it's just a symptom of how scary and misleading the internet can be," he says.

He drew up a chart of conspiracies and linked them all to a central character, Boyd. Some of the theories were famous, or taken from movies. Some were inspired by office chats, others by a homeless man named Doug, who lived on the streets nearby. "We'd pay him $10 a week to sweep our driveway," Schafer says. "He had ups and downs. Certain days he thought the government was trying to do things with him, and some days he didn't. It was interesting to talk to him… trying to get inside of his head was very inspirational for the level. I still see him around the neighbourhood."

Psychonauts was an exercise in dealing with mental illness in a comic way—the team were conscious of never "punching down" and wanted players to empathise with the characters, Schafer says. For Boyd, that meant showing the problems he'd been wrestling with: Being fired from a string of jobs and having an alter-ego implanted in his mind by Psychonauts villain Oleander.

That alter-ego was, of course, the Milkman.

Visually, Schafer imagined Boyd's mind world as a giant spider's web, with Boyd's house at the centre. He also wanted it to give it a retro, '50s spy vibe, and thought a suburban neighborhood would be the perfect setting: Relatively mundane on the surface, but hiding a dark secret. He gave the concept to his artists.

Art director Scott Campbell tells me he wanted to emphasise paranoia, and he drew eyes and binoculars popping out of trashcans, mailboxes and bushes to make the player feel like they were being watched. He also came up with the G-Men, who kept an eye out for suspicious activities.

"I based their outfits on the classic '50s G-Men detectives in their overcoats and hats, reminiscent of the Spy vs Spy comics in Mad magazine and every single TV show from that time period," he says. "I just loved that spies always wore those overcoats and people were supposed to not notice them