Intro Project

The collaboration with Ubisoft for the launch of Watch Dogs Legion consisted in ideating and
realizing 3D videos (inserted in their Social communication plan) and the development of
an Instagram Filter in Augmented Reality. The activation was meant to integrate the real environment with its digital equivalent, by using the art theme as a connecting element between Milan and the narrative of videogames.

Concept

The expression “The first non-vandalizable digital artwork” expresses the project’s essence, because it
stands for the link between Social Canals, used for sharing the messages, and the physical environment
working as a stage for expressing art. Tv Boy, artist of international fame, realized a graffiti portraying a
scene which is in line with Watch Dog’s mood: in this way this representation could avoid vandalism
through its Digital declination.

Idea

The technology offered by the Augmented-Reality Filters filled the gap between visual function and
interaction with the artwork, making available a means for combining new ways of thinking with the
esthetic value. Thanks to a social editorial plan made of posts and Teasing Stories, the publication of the
Filter and the displaying of the artwork were preannounced: in this way we offered the public an original
Storytelling focused on the contrast Oppression-Resistance.

Intro Project

The collaboration with Ubisoft for the launch of Watch Dogs Legion consisted in ideating and
realizing 3D videos (inserted in their Social communication plan) and the development of
an Instagram Filter in Augmented Reality. The activation was meant to integrate the real environment with its digital equivalent, by using the art theme as a connecting element between Milan and the narrative of videogames.

Concept

The expression “The first non-vandalizable digital artwork” expresses the project’s essence, because it
stands for the link between Social Canals, used for sharing the messages, and the physical environment
working as a stage for expressing art. Tv Boy, artist of international fame, realized a graffiti portraying a
scene which is in line with Watch Dog’s mood: in this way this representation could avoid vandalism
through its Digital declination.

Idea

The technology offered by the Augmented-Reality Filters filled the gap between visual function and
interaction with the artwork, making available a means for combining new ways of thinking with the
esthetic value. Thanks to a social editorial plan made of posts and Teasing Stories, the publication of the
Filter and the displaying of the artwork were preannounced: in this way we offered the public an original
Storytelling focused on the contrast Oppression-Resistance.

Explanation

The digital communication program scheduled in the previous and following phases to the launch of Watch
Dogs Legion involved all the internal LABs, in a consequential process which starts from the individuation of the Marketing goals and arrives to the realization of the creativity. Our MARKETING & COMMUNICATION LAB identified the key-activities in the Social Media Strategy, entrusting the VISUAL DESIGN LAB with the graphics of the project, in terms of Visual Recognition and coordinated image.

The synergic collaboration between the departments lead to the creation of the first draft of the Filter: the
AUGMENTED REALITY LAB, supported by the 3D LAB, then refined the animations for TvBoy’s artwork. The
link between the online and offline environment is therefore represented by the graffiti itself, given the
possibility of using the dedicated IG Filter in AR for “animating” the composition, accessing a new layer of
hidden information.

The other side of reality

Filter in Augmented Reality.

Immersive experience, digital interaction, and art interpretation are the three fundamental
characters of the IG Filter in AR. Resistance, iconically represented by the
woman waving her stick in the air, fights against the Oppressor, an organization
which penetrated widely in the territory by monitoring the citizens.

Scan me!

Tap me!

Lay the stick, pick
your smartphone and follow the
instructions for catching the TvBoy’s
artwork with the external camera.

3D Modeling.

Camera

In order to create Hype for the publication of the AR Filter
in Watch Dogs Italy’s official IG account, we created
Renders and 3D Animations of the symbolic
elements of TvBoy’s artwork.

Pig Mask

Also the modeling of the PIgMask preceded the
publication of a series of “Resistance” themed
Teasers. The will to use two of the elements
of the artwork, as well as being visually
adherent to the composition, showed the
intention of setting the Storytelling
following a dualistic point of view.

Modeling 3D.

Camera

In order to create Hype for the publication of the AR Filter in Watch Dogs Italy’s official IG account, we created Renders and 3D Animations of the symbolic elements of TvBoy’s artwork.

Pig Mask

Also the modeling of the PIgMask preceded the
publication of a series of “Resistance” themed
Teasers. The will to use two of the elements
of the artwork, as well as being visually
adherent to the composition, showed the
intention of setting the Storytelling
following a dualistic point of view.

Social Strategy

Social Media Management.

The communication activities consisted in a Teaser phase, with Video Concepts with
the claim “MILAN RESISTS”. In terms of Engagement, we created dynamic
Stories in videogame style, in order to show Milan in an
“Hacker” way. Regarding the Conversion, the main goal
was to use the filter in order to see the artwork and the city
through smartphones, as well as through the eyes of Resistance.

Sound Design.

The dedicated LAB for the creation of customized audio-tracks took
care of the process of the sound component. We focused also on the
metaphoric value of the soundtrack, floating between deep and
metallic sounds, standing for the oppressor and the interferences
caused by the Resistance, restlessly seeking to subvert the relations of power.

The SOUND DESIGN LAB produced the acoustic base of the Trailer and then
adjusting part of the sonorities in a customized version of the IG Filter.

Brand Identity - Color

The color Palette used for the Brand’s visual identity puts white, standing for the neutral position, between red and cyan, representing two concepts that are completely opposite. Following the indications of the Brand Style Guide, we associated red with Resistance, taken into consideration the evocative power that traditionally is related to this color: red is dynamism, will to express someone’s own opinion, the vital boost that drives men towards fight. Cyan, on the other hand, stands for Control, the Oppressor’s cold look which deprives men of their free will.

#E21F26

#2DADCD

#FFFFFF

#E21F26

#2DADCD

#FFFFFF

Brand Identity - Color

The color Palette used for the Brand’s visual identity puts white, standing for the neutral position, between red and cyan, representing
two concepts that are completely opposite. Following the indications
of the Brand Style Guide, we associated red with Resistance, taken
into consideration the evocative power that traditionally is related
to this color: red is dynamism, will to express someone’s own opinion,
the vital boost that drives men towards fight. Cyan, on the other hand,
stands for Control, the Oppressor’s cold look which deprives men of
their free will.

Next Project
TwoDots
Social Media Management

Social communication project for a Conversion-aimed management.