The Challenge

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.

The Strategy

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.