Omelet launched a new spot for the upcoming release of Ubisoft’s Far Cry Primal entitled “Age of Death.”
The ad, which will run as 30-second broadcast spot and online in a 30-second and extended version (above), combines live action with CGI in an attempt to immerse viewers in the stone age world of the game. “This is the age of death,” begins the voiceover over live-action footage of a stone age woman running from a sabertooth tiger. “You will command the beasts and fight for us all,” as a fierce battle plays out onscreen. The ad, directed by Patrick Clair (known for his True Detective opening sequences) has the look and feel of a movie trailer, while making a convincing case that the game packs a lot of action into its prehistoric setting.
“People haven’t seen the Stone Age like this before. It’s modern in terms of its energy and style, and the spot needed to show that,” said Omelet creative director Josh Smutko. “This modern approach comes through in everything: the music, the wardrobe, the mixing of CG with live action. As someone who was a huge fan of Far Cry before this, I couldn’t be more proud of the final result.”
“The challenge was to capture 10,000 B.C. in a contemporary way, something that would convey to gamers that this experience would be just as intense as any modern warfare shooter,” added director Patrick Clair. “The game itself is brutal, and the world incredibly detailed. I thought it would be cool to build a film that captured the violence and epic scale of the game with slow-motion tableaus and frozen moments, all steeped in immersive and tactile detail. To achieve it…we had to get real actors for all the human roles – and some serious CGI for the extinct creatures that populate the battles – a combination of dramatic matte paintings, stylized compositions and finely detailed real-world props. We actually had our prop builder forge the weapons from casts of real bones, stuck together with primitive tar and leather ties.”