In conjunction with our PR partners at Cohn & Wolfe, we launched the campaign at PAX East with a live stunt that partnered with the Red Cross. At an on-site blood drive, fans were handed (a sort of morbid, but totally legally approved!) card that read “Your Blood Is Not Your Own” — and drove to a content hub at a URL of the same name.

After giving blood, fans lined up at the brand’s booth, where we helped them transport back to 15th-century Spain through a custom-designed green screen image photo booth and wearable costumes. The custom backdrop allowed fans to climb buildings just like assassins — and generated lines wrapped around the booth all show long.

At the content hub destination site, our first infographic highlighted little-known true genetic and epigenetic facts. Each fact not only connected to core plot elements, but deep-linked out to videos from the film’s bonus features.

At the heart of the film’s time travel is the Animus, a device as technologically advanced as it is mysterious. Our second infographic broke down the different components of the device with a second layer of deep-linked video vignettes that showed how the filmmakers brought the device to life.

Assets from the hub and green screen at PAX East were shared widely on the campaign hashtag which might not have been very ’stealthy’ or assassin-like… but great for awareness!