ABOUT

THE CHALLENGE

Fire the collective imagination of first person shooter fans and re-introduce Metro as a must-play title. Exact words from the marketing guys at THQ: "Give us something BIG!"

THE SOLUTION

Kick off our campaign and narrative arc by taking the fans on a journey back to where it all began. Show humanity at the point of annihilation and focus on the survivors who would go on to shape the world of Metro: Last Light. And the only way to give this trailer the emotion, drama and epic feel it required? A live action shoot in Kiev in the middle of Ukraine’s coldest winter in six years.

THE RESULTS

Overeager games websites (we're looking at you Kotaku) breaking embargo to screen the trailer two days before launch. Resultant fan frenzy. With over 15 million views it was a marked success.