360i Hacks Everything for Ubisoft’s Watch Dogs 2

By Erik Oster 

It’s been a big week for trailers promoting blockbuster video game franchises. On Wednesday we wrote about 72andSunny’s “Screw It, Let’s Go To Space” spot for Call of Duty: Infinite Warfare and yesterday we tackled Argonaut’s “Become One” for Titanfall 2. Well, 360i also revealed a big game trailer this week, with the broadcast effort “Anti-Heroes” arriving ahead of the November 15 release of Ubisoft’s Watch Dogs 2.

360i’s effort opens with a quick nod to the sequel’s setting, via a shot of a drone descending into a building through a window, with the Golden Gate bridge initially in the background. It then follows a somewhat similar approach to Argonaut’s “Become One,” with lyrics corresponding to onscreen action in pseudo-music video style. The action all appears to be of the in-game variety, offering viewers a look at the capabilities of its main character and a hint of what to expect from the plot. The music comes courtesy of Vince Staples‘ “Little Bit of This.”

The broadcast spot made its debut last night during TNT’s broadcast of the San Antonio Spurs and San Francisco Warriors game.

While lacking the stylization that set Argonaut’s effort apart, the spot does manage to pull off the well-established music video game trailer formula fairly well. It helps that the song selection is solid and well-integrated with the onscreen action and it manages to tease just enough about the game to make it look intriguing without giving too much away.


Client: Ubisoft

Advertising Agency: 360i
Chief Creative Officer: Pierre Lipton
Group Creative Director: Michael Nuzzo
Senior Copywriter: Andrew Hunter
Senior Art Director: Doug Murray
Executive Producer: Carly Salaman
Senior Producer: Ryan O’Rourk
Group Account Director: Tiffany Curry
Associate Account Director: Chris Hagenah
Strategist: Katya Kotlyar

Music Supervision, Music Editing, Sound Design and Final Mix by MAS – Music and Strategy
Track Title: Little Bit of This by GTA feat Vince Staples
Managing Partner: James Alvich
Music Supervisor: Gabe Mcdonough
Senior Producer / Music Editor: Joey Reyes
Sound Design: – Zach Goheen
Mixed by: Eric Thompson & Casey Chester

CG and animation created and designed by Platige
Director: Damian Nenow
Art Director: Maciej Jackiewicz
CG Supervisor: Waldemar Woźniak
Executive Producer: Piotr Prokop
Production Manager: Sylwia Bujno