The Ask:

Celebrate the launch of Fry Cry 6, highlighting the companions and crafting found in the game in a unique way.

Response:

We crafted a suite of video content for IGN's multiple platforms [O&O, YT, FB, TW, IG, SC]. First we showed fans new footage of the highly anticipated game, with two IGN  hosts, Max Scoville and Brian Altano, trying out the fangs-for-hire system. Then Max "kitbashed" (the art of adapting pre-existing model parts into original creations.) a batch of one-of-a-kind action figures around the animal companions we met in our Far Cry 6 playthrough.  We showed fans at home the whole process in a dedicated video, and also informed fans that they could win our kitbashed creation in a sweepstakes. After mailing the prize to the winning fan, the winner sent us a photo of the fangs-for-hire figures on their shelf. Which we of course ran on IGN's social media channels.