Campaign: Tom Clancy’s Rainbow Six Siege Pro League – Escalation Webseries
Client: Ubisoft EMEA
Ubisoft EMEA Esports Brand Manager: Emeric Fouqué
Ubisoft EMEA Esports Associate Director: François-Xavier Dénièle
Ad Creative Agency: Biborg
Account Manager: Morgane Roncin
Creative Copywriter: Soliman El-Hakim
Lead Motion Designer: Rémi Cabarrou
Film Directors: Ismaël El-Hakim & Rémi Cabarrou
CEO: Bruno Luriot
Sound Design: Stereoplane
Published: February 2018
Synopsis:
In order to introduce Tom Clancy’s Rainbow Six: Siege’s esport scene to gamers, and encourage them to join in, Ubisoft asked Biborg to create Escalation, a brand content campaign offering a VIP glimpse into the game’s Pro League.
With an annual growth rate that could reach +37.6% by the year 2030 according to Idate, the esports market is a bona fide cultural phenomenon, facing exponential development. Ubisoft, taking its part into that, recently announced it was reorganising the structure of its esport competitions for all levels of Tom Clancy’s Rainbow Six esports, from amateur to professional level, for 2018-2020.
After a transition season from March to May 2018, the Tom Clancy’s Rainbow Six Pro League will notably be divided into two seasons, each with a six-month duration, from June-November and December-May. The 8 best teams from each season, 2 from each of the league’s 4 regions (Asia-Pacific, Europe, Latin America and North America), will face off in a grand finale for $275,000 in prize money.
Biborg, who previously created a teaser for the launch of the Tom Clancy’s Rainbow Six Pro League’s second year, was again approached by Ubisoft to create a new brand content campaign. To convey the passion at the heart of the esports scene, Biborg collaborated with Ubisoft’s EMEA, US and Montreal teams to produce Escalation, a 4-part web series featuring professional gamers sharing their techniques and experiences with the game. The agency followed 3 of the world’s top teams – Evil Geniuses (US), Supremacy (France), and Team Liquid (Brazil) - during the finale of the 3rd season in Sao Paulo, a key event leading up to the Six Invitational 2018, to be held between the 13 - 18 of February in Montreal, in order to gather content.
Each episode bears witness to the intense training, energy and pressure the gamers experience in their climb to the top. Through each episode, we learn more about the hard work and perseverance the teams endure.