FAR CRY 6 X HAMILTON
Far Cry Field Watch
Hamilton & Ubisoft
The Brief
Our job was to create a campaign that would run alongside the release of Far Cry 6, drawing on the hype that had built up for years about when the game would eventually drop. We also wanted to show fans how the watch featured in the game, promote the aesthetics and convert that excitement into desire to purchase it in real life.
We needed to harness the rebellious nature of Hamilton and Far Cry in a way that both fit the in-game narrative, and also gratified the real life marketing objectives.
The Creative
Although they both shared a similar story, we needed to stay true to our primary objective of promoting a real watch, rather than the game, with a very specific visual criteria. Bridging this gap between ‘gaming trailer’ and a ‘brand film’ was always going to be tricky.
Despite sharing the same energy, working to make a film that fulfilled the objectives of two very different products was always going to have its issues. For instance, we couldn’t use a male character wearing the watch in our film as that went against the Far Cry 6 narrative, but it would be something that risked alienating our male target group
The result was a mix of thrilling clips of our main character wearing the watch in daring action scenes like car chases, bowhunting, and flying fighter jets to ensure the watch was centrally visible on their wrists.
As for the watch itself, we created 3D visualisations of the model to add tension and pressure. The close-ups were delicately considered to best naturalise the real Khaki Field’s presence and narrow the artistic gap between the real-life shots and the animated clips.
The Result
The conclusion was an exciting and cohesive trailer promoting both the Khaki Field Titanium Automatic watch and Far Cry 6. Collecting 180,000 viewers overall, our film and its short-cut versions were released on Hamilton’s Youtube, Instagram, Facebook, and website pages before the successful launches of both the game and watch.