DDB-owned agency Ant Farm teamed up with rapper Childish Gambino for a new Far Cry 4 gameplay trailer set to the Gambino track “Crawl.”
In a lead-in to the gameplay footage, Gambino discusses his choice of “Crawl” for the trailer while hanging out with friends playing the game. The Ubisoft logo then appears onscreen, and a variety of in-game action plays out to the track for the remainder of the ad. It does a good job of mixing a variation of game footage — from what appear to be cut scenes to actual gameplay — to keep things from getting monotonous, and the footage does seem carefully tailored and edited to fit the song.
“Our goal for this trailer was to emphasize the perfect pairing of the song and game, and give fans a memorable musical and visual experience that is authentic to both artistic groups” said Ant Farm VP/Creative Director Scott Cookson. “The chance to merge cutting-edge gameplay footage with a unique musical talent was an exciting and welcomed opportunity to produce a unique and stylized film that is both memorable and compelling to the brand.”