See Why Tomb Raider Hung a Jeep on the Side of a Building and Made It Snow in Times Square

Experiential billboard will be up for October


 

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.

The 64-foot-tall 3D billboard, which includes a 2,000 pound Jeep Wrangler hanging from the side of a building, was created by Out of Home America Wilkins Media and Liquid Advertising.

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