By Staff Writer October 7, 2016
New Yorkers walking by 52nd Street and Broadway on Wednesday may have noticed that it was snowing-but only around that city block. The early October snow is fake, part of an experiential billboard for the Oct. 11 release of the Lara Croft game, “Rise of the Tomb Raider,” on Play Station 4.
“We’re all huge Tomb Raider fans at Liquid, so when [game publisher] Square Enix wanted to put together a giveaway to support the big PS4 launch, we knew we had to create a big, vertigo-inducing outdoor scene to show off the prize Jeep,” said Patrick Runco, vp and executive creative director, Liquid Advertising. “And it was a chance for us to have a little fun with Times Square, in that the Jeep is in a parking spot that maybe only Lara Croft could possibly get.”