When reintroducing Lara Croft to the world, developer Crystal Dynamics wanted to make sure everyone noticed. As part of a strategic campaign, iam8bit created custom-weathered “salvage crates” were nailed shut and sent to 100 tastemakers worldwide. The only means of retrieving the goods inside: a crowbar… and a little elbow grease. Journalists were greeted by lots of Tomb Raider-themed merch (including the game), but it’s the crate itself that represents the greatest victory. Not only is it reusable as a storage container, it’s also an extension of the in-game mythos, transferring the action-fantasy of the game into reality.