Assassin's Creed Origins – Explore ancient Egypt

There is a lack of trust in the video game industry. Gamers are highly suspicious of trailers because they don’t represent the actual graphic reality of the game. So for the launch of Assassin’s Creed Origins, we took a radically different approach. Rather than make an amazing trailer, we let future players get a taste of the game as tourists, with guided tours using the actual game engine. And since nothing beats gamer reviews to convince fellow gamers to give a product a try, we integrated the ultra-popular Instagram stories directly into our campaign—a first in the industry! Like tourists on vacation, players could capture their favourite moments from the tours and personalize them with stickers and texts. These mini videos, shared organically on social media, became thousands of trailers promoting the game in the most honest and transparent way possible.