Challenge

With the launch of Star Wars Outlaws, Ubisoft has created the first truly open-world game in the Star Wars universe with a simple promise: become an outlaw. So it was essential for us to highlight two key elements: the open world with its landscapes and its call to adventure… but also Kay, our intrepid and courageous protagonist, who the player embodies during her epic journey.

Idea

TikTok Story Selection format. To achieve this, we worked with Ubisoft to create a special TikTok format - TikTok Story Selection. We combined the interactive aspect of the format with immersive editing and framing, using Kay's ship as a transition between the two choices. This asset lent itself very well to discovery, which is why we decided to highlight two planets that had previously been less prominent in prior communications.

You can discover a screen capture of the experiment here:

Creative Media Campaign For the media campaign, two routes were produced, adapted to different formats and lengths.

The first highlights the open world and its challenges, using dynamic editing to emphasise the depth of the experience awaiting players. The music and VO also help to underline the epic/adventure aspect of the game and, of course, of the Star Wars franchise.

The second focuses more on Kay’s life as a scoundrel and her motivations, with more action-oriented scenes and more screen time for our outlaw heroine.

In both cases, it was important to pay particular attention to the first few seconds. To achieve this, we chose an epic action scene, followed by more mysterious shots that invite discovery.