To celebrate the 20th anniversary of Tomb Raider and the release of “Rise of the Tomb Raider” Wilkins Media came to Atomic with a goal of creating a memorable billboard in Times Square. The billboard was designed to be an attention grabber but also be part of a giveaway of a Jeep Wrangler. Entering the giveaway was easy, post a tweet with the hashtag #Prizeofthetombraider, which was conveniently printed on the billboard. To safely hang a jeep on the side of a building requires gutting the vehicle and attaching a steel frame to the Jeep that can be attached to the billboard. A snow machine was affixed to the front to provide a snow effect. Adding high-intensity LED spotlights to light the upper board enhanced the whole image.
Client: Wilkins Media
Location: New York City