The story for Assassin's Creed IV "Black Flag" is set in the 18th century, during the golden age of piracy, and follows notorious pirate Edward Kenway.

We announced the game in true pirate fashion, by subverting Comic Con San Diego. Sailing a 150 year-old Windjammer into the harbor directly outside the main convention center. The ship is the world's oldest functional sailing vessel, which we transformed into the heroic 'Jackdaw" from the AC Black Flag.

By day the ship served as a living pirate museum. On the main deck, a weapons expert (Mike Loades) demonstrated some of the popular pirating tools of the trade. Inside the ship, fans were given the chance to test and pre-order the game. The ship's three levels below deck were curated as an Assassin's Creed pirate museum, showcasing Edward Kenway's conquests.

At night the ship played host to a star-studded VIP pirate party complete with cannon fire, wenches and an AC IV poster signing by artist Todd McFarlane. The party was a success, and became the talk of Comic Con.


Game Marketing Awards | Outstanding Overall Marketing Campaign of The Year — Gold
Game Marketing Awards | Thinking Outside The Box — Gold
Game Marketing Awards | Outstanding Paid Digital Media Ad Long Form — Gold


We brought Assassin's Creed to life at Comic Con by staging a parkour journey of Edward Kenway (played by Devinsupertramp) spanning from the Gas Lamp district to his ship in the harbor outside Comic Con, where he arrived at the ship the night of the party.