Ubisoft, Far Cry 6
’Giancarlo Will Face You Now’
360 campaign: TVC, Web longform, social activation, tutorials
Creative Lead / Senior Copywriter / Strategy
Far Cry is a franchise known for its villains. And in Far Cry 6, they had crafted their best villain yet, played by none other than Giancarlo Esposito. As big nerds ourselves, we knew that the timing was perfect. Via ‘Breaking Bad’ Giancarlo was already Hollywood’s favorite villain, and was set to be the lead bad guy in ‘The Mandalorian’ and ‘The Boys’ as ‘Far Cry’ was ramping launching.
Our big idea: in Far Cry, you won’t just get to see another side of your favorite villain. You get to face him. And he’s ready for you. He thinks you’re weak. Pathetic. He’s ready to face you.
Social
Giancarlo went everywhere. We took our challenger villain meta-narrative to insiders at Youtube, Snapchat, Facebook and IGN to get ideas about how to most organically leverage Giancarlo to create sticky, engaging content. They loved the concept and helped us flesh out tutorials, teasers, and direct-to-camera call-outs for social media placements. Below are a few of these extensions.
