What Are You Made Of?
- Brand
- Far Cry
- Year
- 2014
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- GREY Paris
- With
- Stink Studios
Objective
Ubisoft needed to build anticipation for Far Cry 4's European launch and turn the game's tagline, "What are you made of?", into something the player could actually feel rather than just watch. Releasing one chapter a week gave fans a reason to keep coming back throughout the month before release, and each reward pulled them straight into Uplay, the game's own ecosystem.
Solution
You open on a first-person, live-action short film — no game footage, real actors shot on location in Asia — and within seconds a hotspot appears onscreen with only a few seconds to click it. Whatever you choose cuts straight into the next scene, so the story keeps moving on your input alone. A new ritual unlocked each week, four in total, and finishing one ends with a breakdown of your choices across five traits — persistence, cruelty, courage, endurance, wisdom — followed by a reward screen built around a kukri knife that unlocks exclusive Far Cry 4 content in Uplay.
- 1
The experience opens on a black full-screen splash reading "What are you made of?", inviting the player into a series of initiation rituals set in the world of Kyrat.
- 2
Four rituals — An Eye for an Eye, Rabbit Hole, Mind Blossom and Escape — make up the experience, but only the first is playable at launch; the rest unlock one per week, drawing players back over the following month.
- 3
Each ritual plays as a first-person interactive film shot with live actors on location rather than rendered game footage; when a prompt appears, several hotspots light up on screen and the player has only a few seconds to click one, steering the story forward.
- 4
Every choice triggers the next filmed scene and its own choice, chaining through the ritual into a branching narrative claimed to total up to 42 million possible paths.
- 5
The four rituals each stage a different ordeal: a life-or-death weapon fight in a locked hut (An Eye for an Eye), a maze of untrustworthy characters involving weapons, spiders, pills and phones (Rabbit Hole), a shaman-led hallucinogenic trance rendered as kaleidoscopic visuals and sound (Mind Blossom), and a hooded abduction navigated by binaural 3D audio alone, with no picture (Escape).
- 6
Finishing a ritual triggers an algorithm that scores the player's choices across five character traits: persistence, cruelty, courage, endurance and wisdom.
- 7
Results appear on an awards screen centered on a real-time rotating 3D model of the kukri, Far Cry 4's signature knife.
- 8
Completing a ritual unlocks exclusive Far Cry 4 content in Uplay, carrying the reward from the promotional site into the game itself.
- 9
The experience is also available on phone and tablet through dedicated versions built for those devices, rather than a scaled-down desktop version.
