Late last week a viral marketing campaign lit the gaming quadrant of internet on fire. A number of gaming websites received blood-soaked dog tags directing them to a countdown on FindMakarov.com and telling them to “End the War.” It seemed so obvious: this was Activision’s way of kicking off viral marketing for the inevitable Call of Duty: Modern Warfare 3.
Turns out, not so much.
The truth is: the elaborate hoax was created as a viral marketing campaign for a Toronto-based company’s Modern Warfare fan project, sharing no affiliation with Activision. To be more specific, the project is a fan film trailer created by We Can Pretend to show Activision how to properly adapted their gazillion dollar gaming franchise into a Hollywood blockbuster film series.
The film, “Find Makarov,” was directed by We Can Pretend’s Nir Zahavi, while the company’s design director, Patrick Lo, scripted the project and David Fradkin produced the film. The short’s Visual FX were handled by Junction VFX, who are also based out of Toronto.
Check out the fruit of We Can Pretend’s ingenious marketing labor. For the astute eyes out there, notice how some of these shots are ripped directly from the Modern Warfare games.