Brand foundation and beyond...
ASSASSIN'S CREED MIRAGE
x1 – x2 sentence summary of the project.
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Service Provided
Influencer Activation
Collaborators
Blacksoup
CAMPAIGN SNAPSHOT
CUMULATED VIEWS ON DEV DIARIES
VIEWS ON LAUNCH TRAILER
POSITIVE COMMENTS ON YOUTUBE ONLY
Our challenge
After the announcement and gameplay reveal trailers, fans worldwide were excited to learn more about Assassin’s Creed Mirage: a true love letter to the first Assassin’s Creed titles. Combining the core of the Brotherhood and the pure stealth gameplay found in the original games, Mirage celebrates a return to the roots of the franchise and revives the love of original fans. However, it also shifts away from latest releases of the franchise: Origins, Odyssey, and Valhalla; which brought in new fans with first-hand combat, vast, open worlds, and deep character narratives. Our key challenge for this campaign was inevitably around the perception of Assassin’s Creed in the minds of our target audiences.
Our approach
We needed to find common ground with a big idea that will be relevant to new fans while celebrating the original ones. We reinterpreted the original credo “We work in the dark to serve the light” to Mirage’s storytelling “Every light has a shadow”. This big idea emphasizes that in Mirage and the AC franchise overall, nothing is as it seems: every journey towards good is inevitably obscured by darkness. From this big idea, we were able to connect all game pillars with all targeted audiences while establishing a clear art direction.
Our deliverables
- Big Idea
- Campaign strategy
- Dev Diaries conception and production
- Launch Trailer conception and production
- Paid Media Assets
- Digital Artbook
DEV DIARIES - Episode 1
DEV DIARIES - Episode 2
DEV DIARIES - Episode 3
LAUNCH TRAILER
DIGITAL ARTBOOK
