Define the identity of Assassin’s Creed across all social media
Details:
Role: Director, Brand Creative
Client: Ubisoft
Agency: Ayzenberg
The Challenge:
Ubisoft needed a consistent tone & voice for Assassin’s Creed on social media. Starting from first principles, we audited their social content and analyzed the audience to understand what would work best for whom.
Using all this data and research, we crafted a brand new social identity for the franchise – one that combined what works best for the audience, the game, and social media culture. This identity focused on “iconoclastic charisma” as a north star. From scratch, we wrote the Assassin’s Creed social playbook, breaking this vision down into clear pillars, actionable do’s & don’ts, and concrete examples.
Key to this vision was to build social-first and platform-specific content. To walk our own talk, we then concepted and produced a suite of fifty social assets to support Ubisoft holiday sales, the “Valley of Memory” DLC, as well as general evergreen entertainment content.
Finally, since social playbooks are so dense with expertise, we built Ubisoft a bespoke AI tool that lets employees “chat” with the playbook to vet new concepts for their alignment, ensuring use.
Results:
→ Wrote new Social Playbook for the AC Franchise
→ Created 50+ platform-specific assets
→ Built AI tool for testing alignment of new creative
→ “Valley of Memory” social content the highest performing across AC DLC
Paul Wallace 