Sid Lee & Friends Unite for Assassin's Creed

Ubisoft has launched the trailer for the newest iteration of its Assassin's Creed title. The game, called Assassin's Creed Unity, has enlisted the help of its core audience to help create the work by asking them to design their own Assassin avatars to appear in the digital section of the campaign.

Created by Sid Lee Paris the agency asked Assassin's Creed gamers to visit their Assassin's Creed Unity creator page over the summer to design their Assassin and more than 1,400 avatars were then selected by the community to appear in the TV spot [top], which features a horde of hooded Assassin's marching through Paris.

You can also view an interactive version of the new commercial at the Assassin's Creed site, where you can find bonus elements and zoom in to find each personalised avatar. 

As well as the involvement of Sid Lee, the campaign was created by Iconoclast and director Jospeph Kosinsky with 3D studio Blur also heavily involved.