Creative in association withGear Seven

Sid Lee Takes an Adventurous Ride Through America for Ubisoft’s New Riders Republic

Advertising Agency
Paris, France
'The Assembly' brings all the adrenaline of the game and the camaraderie of the Riders Republic, gamers who come together to explore the great outdoors through America's national parks

Last Thursday, Ubisoft announced the launch of their new game Riders Republic, a massively social outdoor sports playground where you can ride online with over 50 players displayed simultaneously, on next gen, in the breath-taking open world settings of some of America’s iconic national parks.

“We wanted to combine our love for extreme sports with an adrenaline-filled multiplayer experience, letting players share those unique riding moments with more than 50 other players at all times,” said Igor Manceau, creative director on Riders Republic at Ubisoft Annecy.

To push Riders Republic, Ubisoft called on Sid Lee who developed ‘The Assembly’, an adventurous CGI cinematic-style film where players from all over the ‘world’ are gathering in the game. Every team of riders is joining the fun, no matter where they come from (forest, canyon, mountain, sky...), no matter how they came (on a bike, propelled by a rocket, dressed like a panda...). They’re joining the largest world in the outdoor sports game category to have fun with their community.

The film’s steady rhythm draws us in while it’s offbeat, somewhat wtf feel, keeps us captivated. The eccentric style gives us a taste of the game’s unconventionality and previews the sensations that, ultimately, are all about having fun together.

The memorable film also reflects the community ethos at the multiplayer game’s core. The reunification of the teams shows that no matter who you are, no matter what you choose to do, you’re a part of a vibrant social playground, the Riders Republic. Crazy and adventurous, the members of the Riders Republic are always ready to connect, compete and slay tricks in the liveliest outdoor sports park imaginable.

"From a visual standpoint, our goal was to stand out from current trailers. We wanted more colour, dynamism… in short a trailer instilling a desire to play", said Stéphane Soussan, creative director at Sid Lee Paris. 

The film premiered online in early September, and Riders Republic, will be released worldwide on February 25, 2021 on PlayStation 5, PlayStation 4, Xbox Series X | S, Xbox One, Stadia and Windows PC, exclusively on both the Epic Games Store and the Ubisoft Store. The game will also be available on UPLAY+*, Ubisoft’s subscription service. 

Agency / Creative
Post Production / VFX