Call of Juarez: The Cartel presented a unique creative challenge. How do you take a franchise that had been traditionally set in the 1850s into the modern day? Our solution stemmed directly from the copy: communicate the message that, while times have changed, nothing had really changed. Through the copy, visuals, and the use of Black Rebel Motorcycle Club’s anthemic “Beat the Devil’s Tattoo” we memorably presented the story of a modern day drug war in the same context as the lawless, every-man-for-himself age of the mid-19th century American frontier.