The Brief

Create the entire online advertising campaign for the launch of the next instalment in the Far Cry franchise – Far Cry Primal. The focus should be on creating bespoke, highly creative and engaging homepage takeovers, and mobile formats utilizing the iconic prehistoric artwork.

The Solution

We worked in close collaboration with our friends in the creative executions team at Sizmek to develop an entirely new homepage takeover format, which would allow us to animate the entire skin and not just the billboard ad unit.

Using the iconic prehistoric game artwork from Far Cry Primal we set our in-house video effects team to work, animating the 2d artwork to bring the prehistoric scene to life. We added atmospheric animation effects including a flaming torch, smoke, and flaming embers, and created a loop which added dynamism to the scene.