CAMPAIGN: The Rainbow Six Siege X Showcase
CLIENT: Ubisoft
FABRICATOR: The Trade Group
Ubisoft Launches Siege X with Live, Cinematic Global Experience
The Challenge – Break the Franchise Mold
Ubisoft, one of the world’s most influential video game publishers and developers, wanted to support the release of Rainbow Six Siege X with an immersive hybrid event that was not your typical esports tournament or game announcement.
They came to us to define the creative vision and run-of-show, elevate their direction, and communicate the scale and energy of this milestone moment to a global audience.
The Strategy – Design for Drama, Build for Broadcast
To deliver a reveal worthy of Siege X, we selected Pullman Yards in Atlanta as the venue because it reflected core elements from the game while allowing us to focus the budget on high-impact moments. The centerpiece was a fully destructible brick wall—engineered with precise audio and special FX cues—that dramatically exploded, revealing the iconic Siege “X” logo.
As the “X” appeared, 48 Ubisoft Creators emerged and launched simultaneous livestreams, sending a surge of viewers to Ubisoft’s main broadcast. Within 15 minutes, Rainbow Six Siege X had climbed to the #1 spot on Twitch, where it remained for the duration of the event. The broadcast drew over 1 million cumulative views and 500 in-person attendees, trending globally across social media.
The Delivery – Big Stage, Bigger Story
The destructible stage was only the beginning. To blur the lines between gameplay and reality, we transformed the venue into a fully immersive environment. Attendees walked through a life-size replica of the bank vault, inspected breach panels, posed next to the iconic bomb, and explored gadgets pulled directly from the game’s arsenal. Many of these elements were crafted in collaboration with Ubisoft’s Creator community, bringing fan passion and authenticity into the spotlight.
Result: Rainbow Six Siege X broke down barriers to achieve its goal of generating excitement on-site and online.
The Trade Group is a brand experience company. We craft storytelling assets through all phases: concepting, design, fabrication, production, and fulfillment. We work with brands and agencies alike, filling the roles that need to be executed with expertise and precision. We are as turnkey as you need us to be – from leading the entire process to simply supporting your efforts in any capacity that is needed.
FACT: Siege X soared to Twitch’s #1 spot in 15 minutes, with 1M+ viewers watching live
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