Marika Barbie + [gaming]

Great new barrettSF work for Ubisoft/Assassin's Creed “Welcome to the Family”


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, launches 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.”

Creative Credits:
Title: “Welcome to the Family”
Client: Ubisoft
Creative Credits: Assassin’s Creed Syndicate Campaign
Agency: barrettSF
Agency Location: San Francisco, CA

Executive Creative Directors: Pete Harvey, Jamie Barrett
Associate Creative Director: Brad Kayal
Copywriter: Brad Phifer
Senior Producer: Nicole Van Dawark
Producer: Diana Parada
Managing Director: Patrick Kelly
Account Director: Molly Warner
Account Manager: Jillian Gamboa
Senior Proofreader: Dane Jurr

VFX Company: Digic
Director: István Zorkóczy
CG Supervisor: Róbert Kovács
Producer: Alex Sándor Rabb
Production Supervisor: Attila Szenes
Project Director: Péter Svéd
Account Manager: Dóra Ágoston
Lead Coordinator: Barbara Bereczkei

Music & Sound Design: Walker
Composer: Matthew Earl
Sound Designer: Jacob Rhein
Music Producer: Genevieve Vincent

Audio Record: Syndicate Toronto

Audio Mix: One Union Recording
Engineer: Matt Zipkin
Executive Producer: Lauren Mask