Call of Duty has released a cinematic film promoting the release of the latest in its critically acclaimed Modern Warfare series Call of Duty: Modern Warfare III.
The film, directed by Salomon Lighthelm, will showcase globally across paid digital key placements on TikTok top view and within the YouTube paid media ecosystem.
The trailer, Makarov Returns, is produced by 72andSunny and follows the journey of the main antagonist, Makarov, in a Gulag solitary confinement unit, featuring real tattoo designs drawn on the character actor’s body.
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Set to the background of a remixed version of “Just So You Remember” by Pusha T and “Six Day War” by Colonel Bagshot, these are then animated through VFX, before viewers are plunged into the mind of Makarov.
The advert is accompanied by a voice over from another character, Captain Price, before concluding with the announcement that fans will get the first glimpses of actual gameplay later this month, on August 17.
“Our camera choreographs the unveiling of a character both terrifying and tantalizing, revealing Vladimir Makarov through the story his tattoos where every note of darkness gives a glimpse into the abyss of his mind,” said 72andSunny executive creative director Zach Hilder.
Activision vice president and head of marketing, Tyler Bahl, added: “This unique film brings players inside the infamous gulag and artistically weaves live-action footage with gameplay to reveal one of Call of Duty’s most notorious characters.
“It’s only the beginning, with more exciting Modern Warfare III content coming soon for our community.”
The latest trailer follows the success of Call of Duty’s Modern Warfare II. In celebration of its release, global brand experience agency Amplify created a series of anamorphic out-of-home activations in London, Los Angeles and New York City.
