From game to entertainment property
ASSASSIN’S CREED: BLACK FLAG
Ubisoft had created one of gaming’s most loved franchises; Assassin’s Creed. But what was next for the franchise? Rather than pitching just another campaign, we came back with a vision: to take the step from game IP to a true entertainment property.
Role → Creative director and lead writer at Sid Lee Paris, from the pitch onwards.
Digital activation painting
A site built with Unit9 invited fans to become part of history. Students at Les Beaux-Arts in Paris painted a real oil canvas, and over 200 fans ended up in it.
The finished painting hangs in the Paris Maritime Museum.
Results
The most sold in the franchise, to that point
A big haul at Cannes, and the best selling Assassin’s Creed there had been.
It also settled the argument about what the franchise was. The full feature film with Fassbender came out of the same vision.
