Ad of the Day | DDB Paris' 5th Film for Assassin's Creed Celebrates 15 Years of Epicness

Sep. 13, 2022

The result of a long-lasting collaboration with Ubisoft’s teams, DDB Paris revisits more than 2000 years of history to celebrate the iconic franchise’s anniversary.

Since the first chapter in 2007, Assassin’s Creed has become a blockbuster franchise who sold over 200 million games. Its symbols and lore have become part of our collective psyche.  

The anniversary was a unique opportunity to celebrate the spirit of the franchise, pushing it a bit further to the status of pop culture essential. And to federate everyone, from the hardcore gamer to the one who only heard about a guy with a hood. 

More than a celebration, the new film is part of a 360 strategy to support the brand’s vision and its long-term objectives. 

The brand spot is built around the two fundamentals that define the series: an immersion into rich and accurate historical worlds; and the feeling of complete freedom it gives the player.

Alexander Kalchev, ECD, DDB Paris said:

“We wanted to awaken in everyone that thrill of immersing yourself into history as an assassin, in the most epic and motivational way.”

 

Assassin’s Creed belongs to the category of open worlds. Games that are not straight lines, but allow everyone to wander, wonder and lose oneself. Games that make you ask yourself: what is behind this hill, this forest, this door? For AC players, history is a place to play with, to explore. It gives them a sense of freedom like few other games can.

DDB Paris’ film certainly is a tribute to the game’s greatest moments, characters, and worlds, full of references and easter eggs. But not in a compilation kind of way.

Benoît Oulhen, Copywriter, DDB Paris said:

"The film is an action-packed, punchy and seamless immersion into history led by a motivational voiceover that inspires you to go for greatness, like a sports brand commercial would."

 

Yassine Ouadah Tsabet and Nicolas Denis, Art directors, DDB Paris said:

"With so many games and stories to reference, we put a lot of effort into transitions to make the film look like one seamless odyssey."

 

Combining live action with animation techniques (Stage Craft video wall, 3D, matte painting), the film finds the right balance between cinematic stunts and video games universes.

The custom-made soundtrack by Norwegian pop singer Aurora brings a touch of emotion and nostalgia that would bring tears to the most hardcore gamer.

The film was shot by up-and-coming director Felix Brady, who previously worked for music videos and brands like Nike and Samsung.

Director, Félix Brady said:

"This film was such an amazing opportunity to create something that feels fresh and contemporary, bringing a modern twist into past eras."

 

Rather than clinging to a glorious past, Assassin’s Creed is looking towards its future and recent announcements by Ubisoft promise an exciting one.