Was it crashing prior to the software reinstall? And by loud, do you mean the fans are hitting 100%? Are you running an OC on the card or any other component? What do you have for a power supply? Are you using individual PCIe cables or are you running the pigtail 8+8? Are you using a riser cable? Is it only happening in that specific game? What are the GPU and Junction temps while the game is running?
A bit more info is needed to really help narrow down the cause.