Drawing directly from Atari's Irish manufacturing history, we knew we wanted to set the animation inside an abandoned factory, inspired by Atari's former production facilities in Tipperary. We developed a narrative where an unknown entity has taken control of the space, reactivating the dormant production line to manufacture modern Atari merchandise. We loved the idea of using the same walls and the same machines to tell a completely new story.

The film opens with the camera flying into the dilapidated factory, revealing a brutalist industrial environment where decay and futuristic technology sit side by side. As the camera moves through the space, dormant machines gradually come to life, building rhythm and momentum as the factory reawakens.

The production line accelerates into a choreographed crescendo, synchronised to a reimagined version of It's a Long Way to Tipperary. We blended industrial sound design with synth-driven, retro video-game elements, and to make sure it felt genuinely rooted in its Irish origins, we brought in a professional whistler to perform a bespoke rendition of the melody. We also commissioned an artist to hand-sketch the iconic Atari Tipperary logo before translating it into the final animated world. How cool is that?

At the peak of the sequence, doors at the rear of the factory burst open to reveal a suspended rail system above a central catwalk. Hangars carrying Atari merchandise surge forward in time with the music, culminating in a one-shot fly-through that showcases each product as part of a single unified reveal.

Filmed and built inside of Unreal Engine 5, real-time workflows allowed us to design, light and animate the entire world within a four week production window. We love how the final result turned out!

Short-form cut-downs were created by isolating key product moments within the factory environment, with each one retaining the atmosphere of the hero film whilst giving individual products room to shine.