Eidos/Square Enix came to us to help promote their newest game, Kane and Lynch 2: Dog Days. The game has a unique visual style and a gritty sensibility that makes it one of the most brutally realistic games out.
The problem is, how do you sell a game on realism when just about every other game out there has the same focus? Our solution was to take realism to a new level. Real isn't a million polygons and a completely polished world. Real is dirty. Real is gritty. Real is imperfect and ugly.
Awareness for the game shot off the charts in the months leading to launch and Eidos was very happy with the amount of attention we were able to get for the game in such a short period of time.