This client’s request was to help build street-level excitement for the release of the latest World of Warcraft expansion pack. Blizzard Entertainment asked Atomic to help introduce this by bringing the game to life in the middle of Manhattan. With a 16’ exacting replica of the game’s ax slung through the roof of one of New York’s iconic yellow cabs, a dramatic scene unfolded for those intent on getting to work in the usual manner. This placed based spectacular was trending on multiple search engines before mid-day and it made the front page of Reddit.
Client: Blizzard Entertainment
Location: Times Square