Far Cry 4 What Are You Made Of?

Objective

Support the European launch of Ubisoft's Far Cry 4 by creating an interactive brand experience that revealed player personality and rewarded engagement. The campaign aimed to build hype and player investment before the game's release by offering an immersive, decision-driven challenge that felt authentically connected to Far Cry's wilderness survival theme.

Solution

An interactive film experience comprising four "rites of passage" — An Eye for an Eye (combat scenario), Rabbit Hole (maze navigation), Mind Blossom (psychedelic choice sequence), and Escape (binaural 3D audio challenge). Users made rapid-fire decisions within seconds to navigate each rite. An algorithm analyzed choices across five personality dimensions: toughness, violence, bravery, endurance, and wisdom. The experience offered 42 million possible narrative routes. Built entirely in HTML5 with responsive mobile and tablet versions, using WebGL for the kukri reward icon. Players who completed the rites received exclusive in-game content from Far Cry 4.