Assassin's Creed Odyssey soldier

My life as a NPC

When NPCs become influencers.

Assassin's Creed for Ubisoft

virtual influencers

  • Brand content

Ubisoft and DDB Paris wanted to bring the world of Assassin's Creed to social media. We collaborated with them to turn the games most beloved ‘Non-Playable Characters' into influencers, at least for a couple of weeks. We made 50 stories using a custom built motion capture rig, enabling NPC’s to express themselves through social media behaviour of the moment including meme’s, face swaps and even a rap. Funny, fresh and entertaining this campaign made the Assasins’ Creed characters the influencers to follow.

Is written : "Assassin's Creed Odyssey - My life as an NPC"
My life as NPC
Snapchat story of a soldier "When you're going to die for the 8th time today"

Translate this era into a modern context... ie social media

The challenge for Ubisoft was how to create social campaigns that the gaming community can get behind? They are notoriously advertising adverse. Set in Ancient Greece, the Assassin’s Creed historical era was a key moment for political and philosophical discussion. The creative goal for this experience was to translate this era into a modern context i.e Social Media. NPC’s are like extra’s, they get impaled, squashed and more repeatedly in every game. Telling the stories of the NPC’s was a fresh direction for the brand and something we could have real fun with whilst telling their stories and woes.

Gallery
Snapchat story of a greek building
Snapchat story "how to behave like a hero ?"
Snapchat story of a soldier "When you're going to die for the 8th time today"

The technical challenge however was creating a lightweight motion capture rig that allowed us to create the quantity of content we needed, deliver on craft and fit within the limitations of social media. We custom built a motion capture set up in our studio to ensure we could deliver on this.

3 pictures of non-playable characters in Assassin's Creed Odyssey

We custom built a motion capture set up in our studio to ensure we could deliver on this.

François Cavalin, producer

makemepulse magic: Answering a tech challenge with a custom-built motion capture solution to craft comedic and entertaining content.

Picture of an actor recording character's voices
Gif of the creation of the stories
Gif of the creation of the stories
Key
Results

Best reach ever for a Ubisoft game on social media

3.71million likes on Facebook

2.5million likes on Instagram

138% increase on engagement

Mosaïc of chosen assets of the project
Project
References
Credits
Awards
  • Gold (Digital Craft, Motion Graphics & Animation)
  • Gold (Social & Influencers, Leisure)
  • Silver (Social & Influencers, Social Film)
  • Bronze (Entertainment, Excellence in Branded Content)
  • Gold (Entertainment — Audiovisual & Branded Content)
  • Silver (Branded Experience & Activation touchpoints & Technology)
  • Silver (Digital Social & Influencer)
  • Bronze (Direct Digital & Social)
  • Bronze (Direct Strategy)
  • Gold (Social Media , Viral Campaign)
  • Gold ( Digital Activation)
  • Silver (Social Media, Activation)
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