01Watch Dogs
Overview
Ubisoft was looking to re-launch its Watch Dogs video game franchise.
Legion is the 3rd installment in the Watch Dogs franchise and was an opportunity to create another killer marketing site for Ubisoft. They were concerned that fans reception to the previous games was less than stellar. They needed a marketing site to reignite their fanbase and immerse them in the game's techy, glitchy, and hackery world.
challenges
The tale of component systems and complex art direction.
Component systems can solve many issues for businesses, they reduce development costs, can offer improved ux consistency, and can improve scalability. Ubisoft wanted to use its internal component library but didn’t want it to comprise the art direction or for the site to feel componentized. This created an opportunity for me to push the components to their limits.
approach
Teamwork makes the dream work.
Working with a new component system always comes with a learning curve, and to pull it off, I worked in lockstep with the Ubisoft internal development team to push the limits of their system. We collaborated on how to refactor components to increase their extensibility so that future sites could also benefit. The art director was then empowered to create an ambitious design.
features
Make it glitchy, make it immersive.
We knew we wanted to make the marketing site as immersive as possible while also helping Ubisoft meet its preorder KPIs. I worked closely with the Art Director to refine the glitchy ambient and hover animations, diving into Photoshop, when necessary, to make sure they came out perfect.
results
In the end, the interactive and ambient glitching effects for the hover states and site ended up influencing the global marketing campaign.