For the first American assassin in the brand’s history, our creative approach was to frame the experience of the American Revolution brutally and viscerally—something you would never find in any high school history book. I chose a simple yet strong color palette to symbolize the intensity and violence of the setting. The starkness of the composition was also a purposeful choice to underscore brutality. As a direct result of this campaign, we grew our franchise base 120% at a time in the industry when flat sales year-over-year was considered a success.
Art Director/Designer: Li Shen Senior Copywriter: Sharon Maher Senior Illustrator: Johannes Holm Agency: Ubisoft Entertainment’s internal agency