Challenge

How could we immerse gamers in the golden age of piracy for the launch of Skull and Bones beyond traditional media? For launch, Skull and Bones had trailers, content creator activations, paid media… all the assets ready to go. However, we needed something different to ignite the spark of piracy among gamers around the world.

Our Approach A trailer announcing the arrival of the ultimate way to experience Skull and Bones: the Ship’s Wheel Controller. For Skull and Bones’ official release, we created the ultimate accessory for piloting your way through the game. Taking the idea of a console driving wheel, we pushed it one step further, to launch the unique (entirely fictitious) Ship’s Wheel Controller. This helped to generate massive conversation around the game’s launch (mostly along the lines of “WHERE CAN I BUY THIS?”).

Our Execution A well crafted trailer imitating the codes of a high-end tech product launch to blur the lines between fiction and reality. Designed to immerse gamers in the golden age of piracy, the hand-carved wheel boasts a number of impressive ergonomic features to give players the feeling that they’re setting sail on the seven seas, including: precision controls, velocity paddles, and Shanty Mode, which allowed users to play in-game sea shanties at the flick of a switch.