Ubisoft: Life as an NPC by DDB Paris

Agency: DDB Paris
Client: Ubisoft
Date: Nov 2018
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Just for once, the story is not about heroes, and even less about villains. Nor even supporting roles. Today we would like to talk to you about those who are knocked around, looted, cheated, robbed and killed. Those who don’t have a quest, or worse still, those who have only a single line of dialogue that they repeat over and over. Today, we would like to talk to you about NPCs. Or rather, the NPCs are going to talk to you.

Ubisoft has released a series of Assassin’s Creed: Odyssey videos in Europe called “My Life As an NPC.” The animated ads feature NPCs (non-player characters, as in the reactive AI that live in the game) who tell viewers how they are impacted by the presence of gamers running around in their world.

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