BarrettSF Takes Assassin’s Creed to Industrial Revolution London

barrettSF has launched its first piece of creative for new client Ubisoft. “Welcome to the Family,” a 45-second CG spot for Assassin’s Creed Syndicate, launched on Oct. 12 with pre-order available. The game goes on sale Friday, Oct. 23. The agency won the Assassin’s Creed business in December of 2014.

Set in London during the height of the Industrial Revolution, players will step into the shoes of twin Master Assassins, Jacob and Evie Frye. Fighting to liberate London, Jacob and Evie help define the birth of organized crime in an adventure filled with action, intrigue and brutal combat.

The CG spot begins with a literal punch—the POV is from the unlucky recipient of a God Save the Queen-emblazoned brass-knuckled fist in the middle of a brawl on top of a moving train. Bowler hats, ornate mustaches, grubby urchins.

barrettSF worked with Digic Pictures to create original animated footage for the spot to match the style of the fast-paced  game.

“The level of collaboration and commitment to detail on this project was unlike anything I’ve ever worked on,” said Pete Harvey, executive creative director at barrettSF. “We dedicated six months to the animation process alone, and I think the results show it. Ubisoft and Digic Pictures were amazing partners along the way.”