Brand Campaign


Far Cry in America

The Far Cry franchise is known for its exotic locations and crazy experiences. Speculation for Far Cry 5 included themes like dinosaurs. Or space. Or dinosaurs in space. But instead, Ubisoft decided to bring the game someplace no one expected –America. Specifically, rural Montana. For this campaign, Ubisoft challenged us with the task of battling any perception that Far Cry in Montana might be boring and reminding people why they love the Far Cry franchise.

farcy lockup


Embrace the Location

We brought the location of the game front and center and made the small town a place of intrigue. At first glance, this place may look pretty calm. But when you take a closer look, you’ll see that Hope County, Montana is as exciting as it gets. There are wild animals, car chases, plane chases, gun fights, and oh yeah, a fanatical cult that is brainwashing all the citizens.

The Idea

Nothin’ Ever Happens ‘Round Here

We created a campaign that would juxtapose the perception that nothing happens in small town, USA with the high-intensity action of Far Cry. We focused on townspeople and how they might be oblivious to what’s really going on in their town, but when you take a look behind them, you get the real story. This campaign allowed us to counter the idea that the setting is boring and made it obvious that the Far Cry madness players know and love now has a home in America.