Assassin’s Creed Initiates
An Interactive Hub for a Multibillion-Dollar Universe
Assassin’s Creed is more than just a game series—it’s a vast, multimedia franchise that weaves real-world history with gripping fiction. With over 200 million copies sold worldwide, a global fanbase spanning multiple generations, and storytelling that expands into films, novels, comics, and companion apps, the franchise thrives on deep lore and community engagement.
As Producer on Assassin’s Creed Initiates, I led a cross-functional team in creating an immersive transmedia hub designed to unify the entire Assassin’s Creed universe. Our mission? To craft an interactive experience that seamlessly connected every piece of the franchise—games, films, books, and more—into a cohesive, evolving platform that engaged both hardcore fans and new initiates.
Bringing a living breathing history of the brotherhood to life
My role involved mobilizing and coordinating a diverse, global team of:
Writers & historians ensuring lore accuracy and historical depth
Artists & production staff bringing the world of AC to life visually
UX/UI designers crafting an intuitive, immersive interface
Software engineers & QA specialists developing a scalable platform
Community managers & teams to amplify engagement
By working across 20+ Assassin’s Creed teams worldwide, I helped integrate and tease content spanning past, present, and future IP—bridging gaps between different games, marketing campaigns, and fan engagement initiatives.
The Assassin’s Creed Initiates Database – A Living Codex
Some of the standout features of Initiates were:
Its comprehensive database, housing character dossiers from the various games
Expanded lore & historical synopses interweaving real-world events with fiction
Its comprehensive database, housing character dossiers from the various games
Exclusive insights & teasers into upcoming AC content
Progression system where players could accumulate points in Initiates, unlocking features and content within Assassin’s Creed games for a more interactive experience
Interactive discovery—clues and information had to be uncovered and deciphered, making players feel like they were on a mission, actively unraveling hidden secrets within the Assassin’s Creed universe
We partnered with Marketing teams across North America and EMEA to align campaigns and tease upcoming content, collaborated with cosplayers and superfans, explored companion app integration for seamless in-game connections, and were exploring the development of real-world immersive experiences, such as bespoke escape room box gifts, to enrich fan engagement and show appreciation for their dedication to the Assassin’s Creed universe.
Impact & Legacy
Through Assassin’s Creed Initiates, we built a space where fans could explore, theorize, and interact with the rich mythology of the franchise, ensuring Assassin’s Creed remained not just a series, but a living, breathing world.
