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Ubisoft – Far Cry Primal: The Charge by BETC Paris

Agency: BETC Paris
Date: Feb 2016
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Executive Creative Director: Stephane Xiberras

Creative Director: Benjamin Le Breton, Arnaud Assouline

Art Director: Juri Zaech

Copywriter: Samuel Moore

Additional Credits: Agency Management: Jean Charles Caboche, Tiphaine Do

Plessis, Eugenie Valletoux, Peter Feurmour

Strategic Planning: Elisabeth Jamont, Kevin Hutchings

TV Producer: Alexia Ducastel, Marnoe Monbeig

Production House: Wanda

Sound Production: Kouz Production

Director: Ivan Grbovic

Post Production: Mikros Image


Far Cry Primal, Ubisoft’s award-winning franchise that stormed the tropics and the Himalayas, now enters the fight for humanity’s survival at the Mesolithic era.

To promote the launch of the game, BETC Paris created a film, showing the brutal savagery of the Stone Age.

Far Cry Primal is the ultimate journey to the origins of humanity, where the player needs to learn to survive and become a predator to conquer the wild land of Oros.

By tracing a soldier through the ages, the film, that was produced through Wanda, powerfully shows the bestiality of the Stone Age and the challenges for the player, used to being heavily armed. In the first scenes, the soldier is equipped with the powerful weapons and technology of today, but finds himself increasingly powerless as he goes back in time. Finally he arrives face to face with a sabre-toothed tiger. Unarmed, he has to trust his courage and animal instinct to go from prey to predator.