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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

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Diehard video game fans are one of the most responsive and critical audiences when it comes to game related products and events. We know this because Atomic has been successfully fabricating exact replicas for years. Each prop we make is fabricated with the highest detail and finishing to maintain authenticity and accurately represent the brand. The client provided a CGI file of the axe and from there we programmed the file onto our CNC mill to machine an exact replica of their art file.