Produced by Corridor Digital, in collaboration with other YouTube talent RocketJump and devinsupertramp, “Agent Origins” will tell the backstory of the four “Division” agents from the game. The short film will be released as four separate episodes – one on each of the YouTubers’ channel and one on Ubisoft’s channel – and debut in its entirety on Amazon Prime Instant Video on Jan. 19.
Using YouTube talent to help build buzz for upcoming media is a swiftly rising trend. By working with a YouTuber, the companies can put their promotional and supplementary content in front of an established fan base.
“We’re looking for different ways to bring our games to life and to immerse our audience in the story of the game,” Ann Hamilton, brand representative at Ubisoft, said. “We’ve worked with YouTubers in the past to create shorter content inspired by our stories and when we looked at the story for ‘The Division’ we thought it might fit for a longer form.”
This longer form story was headed up by Corridor Digital, led by founding directors Nikolas Pueringer and Sam Gorski, who had worked with Ubisoft in the past. The trick was each short had to feel a bit different and a bit tailored for the audience of the channel on which it was premiering.
“We took this game world and tried to make a different piece and each in a different genre,” Gorski said. “That way they’re all telling stories in the same world but they’re different tellings and different styles that match up with the channels they’ll be posting on.”
Ubisoft had worked with these YouTubers before but Hamilton said they were also looking to bring it to a wider audience. Which is where Amazon Prime comes in.
“We thought ‘what’s the best way to reach new audiences?’ and where are people really flocking for entertainment today,” Hamilton said. “Of the video streaming services, Amazon Prime is a top service provider. It’s a first for Ubisoft to do something like this with a provider.”
“Agent Origins” releases on Jan. 19 and “Tom Clancy’s The Division” follows a couple months later on March 8.