When we were tasked with creating a gigantic 50 x 6 foot display for Assassin’s Creed at the premiere videogame industry event PAX, we knew we needed to get scrappy. To fill a display that massive, and to sell the game’s enticing historical setting, we came up with the idea to give players a lesson in the brutality of the American Revolution that’s unlikely to be found in any history textbook. To achieve this, I lead a team of three graphic designers, an illustrator, and a copywriter. We rented authentic period costumes from ACT in San Francisco and set up an in-house photoshoot utilizing Ubisoft employees as talent. The result was a stunning display that wowed fans at PAX West and PAX East and won multiple awards for best booth activation at the events.
Art Director/Designer: Li Shen Senior Copywriter: Sharon Maher Senior Illustrator: Johannes Holm Agency: Ubisoft Entertainment’s internal agency
Awards: Best Booth Activation, Game Marketing Summit