Limited edition offers in the videogame industry are ubiquitous because of their power to driver pre-orders, and every year videogame publishers compete to produce increasingly breakthrough and memorable incentives. For the release of Assassin’s Creed Brotherhood,I was challenged with coming up with a pre-order object that would stand out in a sea of action figures and weapons replicas. Brotherhood was the first time multiplayer was available in the brand’s history, and the doctor and harlequin were two of the marquee characters used to drive this messaging. I came up with the idea to make both into limited edition jack-in-the-boxes as pre-order incentives. After selling through the initial idea, I directed the manufacturer, coordinating daily to review molds, prototypes, and ultimately, the final product. The results exceeded everyone’s expectations. Not only did Assassin’s Creed make its pre-order targets that year, but the game won Best Limited Edition Packaging at the Game Marketing Summit.
Art Director/Designer: Li Shen
Agency: Ubisoft Entertainment’s internal agency
Awards: Best Limited Edition Packaging, Game Marketing Summit