Gang Initiation_
Gang Initiation_
With Assassin’s Creed: Syndicate, we didn’t just recreate Victorian London—we brought it to life through a social, geo-local WebGL experience. Players banded together in real life to form their own syndicates, mastering mobile-based skills to outwit rival gangs and reclaim the streets.
The Challenge
How do you build pre-launch hype for an already-beloved game franchise in a way that goes beyond trailers and traditional marketing—and makes fans feel like part of the narrative?
The Insight
Assassin’s Creed fans don’t just play the game—they identify with its world, its codes, and its brotherhood. By activating their real-world environments and social ties, we could create a sense of belonging and purpose that transcended screens.
The Solution
We created Initiation, a geo-local WebGL social campaign that turned real neighborhoods into game maps—mobilizing fans to form syndicates and compete for territory.
More than a game tie-in, Initiation activated a real-world social movement—turning fans into syndicate leaders, collaborators, and rivals. By bringing the Assassin’s Creed universe into their neighborhoods, it sparked authentic connection, competitive play, and deeper emotional investment in the franchise.