Assassins Creed: Black Flag was the sixth instalment in the best-selling franchise. To promote its release and drive pre-orders, we were asked to create an experience which would immerse fans in the all new piratical setting in which the game is based. The experience should excite and engage the existing fan base as well as encouraging people to invite friends to experience the pirate life.
The idea, which we developed in association with our friends at Tea Creative, was a multiplayer game involving 4 main stages, Tease, Recruitment, Explore & Plunder, and finally a Battle to the Death!
We commissioned the artist Vic Lee to create a limited edition pirate themed illustration, which would form part of the overall game prize. Vic created the illustration in stages, as we required it at different stages of completion to form part of our teaser campaign.
The first teaser was a distressed looking card which had an illustration of the Ace of Spades logo, a cryptic series of numbers which were in fact the IP address for the campaign website and a riddle “From flight to spite, where her wicked soul rests”. This was sent to key journalists and bloggers as well as being handed out to fans at Europe’s biggest video game conference, the Eurogamer Expo.
The riddle led people to the shipwreck site of the Queen Anne’s Revenge off of the coast of North Carolina, and if fans searched for this it would lead them to a set of co-ordinates which they could input on our website to gain early access to the recruitment phase of the game.