The assignment was the promote the first video game in history to be broken up into two separate installments with a dual-integrated advertising campaign.

Since the Metal Gear video game franchise has always possessed intricate plot lines, rich character development, original dialogue and been described as "more movie than game", in addition to this latest title in the series featuring Hollywood A-lister Kiefer Sutherland voice acting main character Snake, the creative approach was to position Metal Gear Solid V: The Phantom Pain as a major theatrical film release instead of a standard video game launch.

Boasting an open world playable environment 200x the size of prequel Ground Zeroes by replicating the same square mileage as Afghanistan, MGSV: The Phantom Pain went onto sell twice as many copies as its predecessor MGS4.