Ubisoft Siege X

Credible & Creative Creator Integration

Rainbow Six Siege has always been about breaking the rules. For the launch of R6X, Ubisoft wanted to do the same: not just another reveal, but a cultural launch designed to live through creators and their communities.

client

Ubisoft

location

Atlanta

days of production

# of Creators

MISSION

Not just keeping up with the Jones'

We’ve produced major game launches across publishers like Activision, EA, and Ubisoft. What made R6X different: creators weren’t guests. They were the headliners.

The show opened with a controlled explosion that tore down the set’s façade to reveal the R6X identity. It was a high-drama moment engineered not just for the live crowd, but for the 48 creators co-streaming worldwide; instantly clipping, sharing, and reacting in their own voices.

On site, creators were treated like rockstars: dedicated support, access, and infrastructure to help them succeed. Off site, their streams became distribution engines that multiplied reach far beyond the official Ubisoft channel. The broadcast wasn’t the only show; it was the hub of a creator-led ecosystem.

‍

#1

On Twitch within 15 mins of going live

22

# of countries reached with the Creators

THE IMPACT

Ubisoft didn’t just launch a new chapter of Siege. They activated a creator ecosystem that turned one reveal into thousands of live community moments. For Boombox, it was proof of what happens when creators aren’t an afterthought, they’re the show.

By designing for creators from day one, supporting them on site, building stunts with their audiences in mind, and amplifying their role in the broadcast, we showed what happens when creators aren’t an afterthought. They’re the distribution strategy, the cultural amplifier, and the difference between a keynote and a cultural moment.