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10 Years of Evolution of the 'Assassin's Creed' Brand


Jean Guesdon (Creative Director, Ubisoft)

Location: Room 2006, West Hall

Date: Wednesday, March 21

Time: 9:30am - 10:30am

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Design, Production & Team Management

Format: Session

Tutorials: N/A

Vault Recording: Video

Audience Level: All

This talk will expose how 'Assassin's Creed' became one of the most influential franchises of the last decade.

In his presentation, Ubisoft's Jean Guesdon will share a thoughtful deconstruction of how the brand has evolved from AC1 to AC2 to an annualized brand, across different hardware generations, through offshoots, to cross-studio co-dev, tying in books and comics and film, and how it is now being refreshed with 'Assassin's Creed Origins'. Jean will answer questions such as: How did the 'Assassin's Creed' team solidify their identity and pillars in order to be able to evolve without losing sight of what"'Assassin's Creed' is? How did they move from a one story driven game to a global transmedia universe? How did they adapt the production pipeline? And, how do you find the right balance between tradition and novelty?


The creation, expansion and constant refresh of a huge narrative brand is a constant struggle to find the right balance between planning ahead and remaining flexible enough to adapt to new situations. It's also a balance between "hard-stoned" fundamentals that ensure stability and consistency, as well as new ideas and concepts to be explored.

Intended Audience

This talk is intended for anyone interested in the history of the AC brand, and will be of particular interest to directors and other senior developers responsible for maintaining any brand over a long period of time.