Following the success of Prototype 1, the goal was to expand appeal for the video game, Prototype 2; to make the world feel the love that P1's rabid cult following felt. Recognizing that we were reaching out to people who were paying more attention to the next big movie than the next big game, we took a page from the entertainment world. We used the intense struggle, emotional back-story and plot line of the new protagonist, James Heller, to draw the viewer in.

The ad is a compelling live action film centered around this man who has lost it all, who is now faced with the choice to give up or harness the ultimate power of revenge. The narrative is driven by the impact of Johnny’s Cash’s cover of “Hurt.” With a strong emotional build and a direct connection to the character's emotions, the viewer easily identifies with the character's sorrow. This single film was created to run online as a 90-second commercial, with cut downs created to run on TV, pre-rolls and homepage takeovers.