Press release from72andSunny:

72andSunny and Caviar's Reynald Gresset unleash the "Power of Revenge" in their post-apocalyptic promotion for the long-awaited release of PROTOTYPE 2 from Activision Publishing, Inc. Set against the raw bass-baritone of Johnny Cash's cover of "Hurt," this 90-second spot focuses on the deeply emotional journey that’s taken the game’s main character – Sgt. James Heller – to the pivotal ‘jumping off’ point depicted in the creative.

"It was really intriguing to me that in this vision of a world gone mad, we focus on one man's story," says Gresset. Despite the seamless feel of the visual storytelling, the production was a complex one for the seasoned director, who was tasked with keeping true to the aesthetic of a beloved game while illustrating a new and captivating narrative. "Going in we knew what we were up against. Nevertheless, one of the toughest scenes to film was the actual dropping off the roof. It's always interesting that even when you anticipate such a complicated shoot there are still little moments that become bumps in the road."

The Mill London worked closely with Gresset to create the stunning visual effects that leave the viewer feeling as though they are a part of the video game. Using the live-action footage, The Mill created CG elements and real games assets that helped shape Heller's story of revenge in a world that mirrored the aesthetic of the game itself.