A refreshed visual system for Assassin's Creed Free Weekend activations: one franchise language flexible enough for any title, any format and any market. I led the creative direction and guided the exploration from first concepts to a production-ready system.
Role
Art Direction + Creative Lead
Team
- Ubisoft Brand Team
- Ubisoft Creative Studio
- Freelance Creatives
Deliverables
- Free Weekend visual system
- Social / Web / CRM assets
- Back Catalog Toolkit (worldwide)
- CTA lock-ups, typography and motion direction
- Paid media and storefront adaptations
01
The Context
Free Weekend activations had run across several Assassin’s Creed titles, and the look had started to repeat itself. Recent assets leaned on character images, and the ones before that on landscapes.
The brief asked for a refreshed, serialized look that could carry future Free Weekends rather than being rebuilt each time.
Previous Free Weekend assets across Odyssey, Valhalla and Origins
02
How do you make a Free Weekend feel distinctly Assassin’s Creed and still leave every title room to tell its own story?
The visual language needed to hold up across different titles, formats and placements while still reading as one franchise.
03
The Exploration
Seven visual territories tested how far the franchise could stretch before the strongest ideas became a working system.
04
The Leadership
My role was to guide the exploration and keep the franchise recognizable while giving each title room to bring its own characters, settings and colour into the frame.
I worked with freelance creatives to challenge and refine the directions, cut ideas that could not survive real formats, and help turn the strongest thinking into a scalable, production-ready system.
Creative guidance from exploration through production
05
The System
One franchise language. Room for every title.
The system combined character, setting, weapon, crest, colour and in-game imagery without flattening each title’s identity. It needed to scale across formats while staying premium, authentic and distinctly Assassin’s Creed.
06
The Campaigns
Four final directions showed how the system could flex across different stories, titles and promotional needs.
Concept 01
A Story Within
A close-up hero portrait becomes the container for the world inside: an action pose, landmarks and atmosphere held in one cinematic composition.
The Application
9:16 · Vertical media
9:16 · Vertical media
1:1 · Storefront media
9:16 · In-stream media ad
16:9 · Video media
07
The Toolkit
Where the creative direction became a system.
Lockups, CTA treatments and templates made the serialized Free Weekend look adaptable across social, web, CRM, media, Ubiconnect, storefronts, trailer thumbnails and paid media through 2023.
Lockups
A consistent Assassin’s Creed and Free Weekend structure across titles.
CTAs
Clear offer hierarchy with colour and texture drawn from each title.
Templates
Practical rules for adapting the work without losing the system.
08
The Result
The work established a reusable worldwide system for Free Weekend and promotional campaigns. Four creative directions, adaptable lockups, templates and clear guardrails gave teams a consistent way to build new assets while keeping every title recognizable as Assassin’s Creed.