Ubisoft
'Watch Dogs: Legion 101'
360 campaign: TVC, web longform, pre-rolls, influencer extensions
Creative Lead / Senior Copywriter
One Show, London International Awards, National Addies (Gold / Silver)
New tech gave the latest ‘Watch Dogs’ title an enviable USP: 9 million unique, playable characters. But the gameplay and concept was so new, a run-of-the-mill trailer wasn’t going to cut it.
Ubisoft wasn’t scared of long-form, so we pitched them on a serialized classroom concept. Got a comedic hero (Jon Glaser) to play a quick-witted professor lead, and filled out the rest of the cast with rising stars. The result is legitimately hilarious work.
Even the Youtube pre-rolls were fun. They’re down at the bottom.
Episode 2
A little background on this round: Production came back with some big budget constraints, and told us we could only have 5 total OCP’s—meaning none of the classroom extras’ faces could be visible. Which was nearly impossible for a classroom concept. But we leveraged popular mask art from the game, and put everyone in masks—from badass to underwhelming.
TV
Youtube Pre-rolls
We made context-specific spots, that would progress as viewers ignored the pre-roll ads. Ignore all 3, and we hit you with a :15 unskippable that berates you for ignoring the professor.
Performance
Along with millions of organic views, the comments and shares were off the charts, and dozens of streamers actually streamed reaction videos of our classroom long forms—these people filmed themselves watching a piece of marketing. The main assets received a 97% positive reactions from gamers, which is unheard of with an audience more likely to troll than applaud anything.
