Assassin’s Creed, the iconic Ubisoft series, turned 15 in 2022. What a journey ! From a single game, AC has become a blockbuster franchise touching millions of people, far beyond its core fanbase. Its symbols and lore have become part of our collective psyche. The anniversary was a unique opportunity to launch the very first Assassin’s Creed brand campaign, the result of a long-lasting collaboration between Ubisoft and the agency. To build a huge momentum for the franchise, pushing it a bit further to the status of pop culture essential. And to federate everyone, from the hardcore gamer to the one who only heard about a guy with a hood.

The brand line sums it up : Leap into history. The film celebrates the 15 years of Assassin’s Creed with a relentless journey through time. More than a tribute to the the game’s greatest moments, heroes and worlds, it’s an action-packed, fast-paced and seamless immersion into history led by a motivational voiceover that inspires us to go for greatness. An ode to the thrill of wandering through historical worlds as an assassin, from Ancient Egypt to the French revolution, from the golden age of piracy to the industrial revolution. The custom-made soundtrack by Norwegian pop singer Aurora brings a feeling of epicness but also emotion and nostalgia.

The brand spot is built around the two fundamentals that define the series: an immersion into rich and accurate historical worlds; and the feeling of complete freedom it gives the player.

As a tribute to the whole franchise, the film had to bring back precise memories to all the fans. It’s full of iconic in-games moments and easter eggs (Did you spot the assassin turkey? you can find them all in this video: https://www.youtube.com/watch?v=H5rMfjulgrk)

Beyond the tribute, the film celebates the freedom of wandering through history as an assassin, led by innovative camera movements and a motivational voiceover.

The film combines various visual effects techniques to create accurate and recognizable historical worlds : full CG landscapes and buildings (London), CG landscapes on StageCraft video wall (Valhalla, Spartan battle…), green screen and matte painting, 3D animation (the reverse arrow and the phantom blade during the French revolution). Each live-action stunt and camera movement had to be precisely choreographed to blend everything together in post-production. It was especially the case for perfect match-cuts (the hand transition, the Caesar/Venice transition…)

-> 1.9M total organic views in the first week, surpasses 89% of AC Trailers of Ubisoft YouTube Channel and benchmark

-> 12M total reach on owned channels

-> The trailer generated high appreciation with 96% like/dislike ratio