Ghost Recon

Ubisoft came to us for a standard TV spot to launch Ghost Recon: Breakpoint. But we saw an opportunity to level up, so we pitched a full-blown cinematic experience. Instead of a commercial, we wrote, shot, and premiered a two-hour movie live on Twitch, built for the gamers, not just the gamers’ screens.

We launched the film as a Twitch event, drawing over 6.6 million views on day one, with exclusive preorders through Amazon that sold out within hours. The film blurred the line between trailer and narrative, designed to feel native to the platform, speak the language of the community, and redefine what a game launch could be.

Gamers don’t want ads, they want experiences. Our audience lives on Twitch, so we launched where they are, with a format they love. By turning a game reveal into a live cinematic moment, we gave them something to watch, react to, and rally around—making Ghost Recon feel like a blockbuster.

• This campaign proved what happens when we stop thinking like marketers and start thinking like fans.

• It wasn’t just a game launch—it was a moment. And in a world where attention is currency, we earned ours by turning expectation on its head and letting culture lead.