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Ubisoft's ad for the launch of Far Cry 5 is not your average game promo.

The film by DDB Paris is a disturbing tale of Joseph Seed, the founder and supreme leader of a cult called Project Eden’s Gate in Hope County, Montana. Directed by Martin de Thurah, the story follows the cult’s initiation rituals and paints an unsettling portrait of the mysterious leader. It is set to the hypnotic track Red Sex by Vessel and aims to recruit new "disciples" among gamers. The work was written by Stephanie Kaczorowski and art directed by Alexandre Lagoet.