Some of our PR clients have asked us to take a fairly leftfield approach to B2C communications, particularly in entertainment and online campaigns.

We like that. And this experiential press launch of Capcom’s global gaming hit Dragon’s Dogma was designed to train journalists to be a real life character in the game, complete with sword and shield.

As ever on a very fast turnaround film project, it’s critical to direct people quickly and construct a story on the run.

The journalists here (including writer and TV presenter Iain Lee) wrote about their day with the fight team, and we provided the evidence: