Assassin's Creed Ubisoft


Agency: Biborg


For the highly anticipated release of Assassin's Creed Shadows, scheduled for November 15, 2024, Ubisoft and Biborg once again joined forces to offer a unique narrative experience aimed at keeping players engaged until the next set of official announcements. This innovative campaign took place on June 3 and 4 on Discord, involving content creators and their communities in a captivating adventure through the heart of feudal Japan.

A unique narrative experience for fans

On May 15, Ubisoft unveiled Assassin’s Creed Shadows with an intriguing trailer featuring two of the game’s main characters, Naoe, and Yasuke.

In the lead-up to the Ubisoft Forward conference on June 10, when gameplay footage and exclusive announcements are expected, Biborg designed an immersive phygital experience, which took place June 3 and 4.

The activation involved 70 content creators around the world who received a mystery box, which can only be opened by solving a series of puzzles. Their mission: help the game’s protagonists Yasuke and Naoe identify their next targets by answering Who, Where, and How to eliminate them.

Total immersion via Discord

On June 3, content creators and their communities joined a dedicated Discord server, enriched with a variety of narrative bots. These tools allowed them to discover valuable clues by collectively solving puzzles. On June 4, during their live streams, creators used information uncovered by the community the day before, and clues in the mystery box to solve the final riddles to discover exclusive information.

So, whether it's a letter splattered with (fake) blood stains that vanish in the heat to expose a message, a card that needs to be folded a certain way to reveal a key word, or following a bot’s instruction to re-watch the game’s trailer... more than a dozen puzzles were created to bring the latest adventure in the Assassin's Creed universe to life.

Immersive experiences designed by Biborg

With this activation, Biborg, a long-time partner of Ubisoft, again demonstrated its unique expertise in the sector by using Discord, a key platform for gamers worldwide, which, thanks to its open API, allows Biborg the possibility of offering playful, immersive experiences that plunge gaming communities into captivating universes.

"To create an immersive experience, we needed a compelling background and an engaging framework for our audience. For this, our approach was to involve the community and content creators in a shared quest. Discord proved to be the right platform to carry out certain challenges and manage the narrative, while giving fans a chance to interact with each other within a familiar space," explains Cyrian Thomas, Lead Account Director at Biborg.

“Assassin's Creed Shadows is an ambitious project, and we're delighted to work with Biborg again to offer our fans a premium, immersive experience in the game's universe even before its release,” adds Céline Brillouet at Ubisoft.

Biborg also created a film introducing the experience, which was unveiled along with the first puzzles.

This professional campaign titled 'Shadows' was published in France in June, 2024. It was created for the brands: Assassin's Creed and Ubisoft, by ad agency: Biborg. This Film medium campaign is related to the Gaming industry and contains 3 media assets. It was submitted about 2 months ago.


brand / Ubisoft
game / Assassin’s Creed Shadows
countries / Global

AGENCY/ Biborg
Chief Executive Officer / Bruno Luriot
Chief Business Officer / Kais Ali Benali
Lead Account Director / Cyrian Thomas
Production Director / Chloé Marchand
Production Manager / Matthias Ferriere
Lead Video / Director / Matthieu Chiama
Lead Creative Copywriter / Thomas Purbeck
Senior Art Director / Vincent Brochard
Social Creative / Céline Zhu
Copywriter / Garreth Owen
Game Design / Alice Millot

Shadow / Adam Araujo

Paume / Tuan Ho

Stereoplane / Pierre Marie Williamson

Céline Brillouet - Creator Campaign Manager
Robin Ferretti - Creator Campaign Manager
Audrey Caron – Manager, Creator Campaigns
Maitlynne Ward - Community Team Manager
Daniel St. Germain - Community Developer
Clément Dagonneau - Community Developer


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