Splinter Cell has changed over the years. Take a look at the packaging and you’ll see a point in history when it became more real and more emotive. That point was when Head First was asked to pitch (and we won) for the job.
Emotional advertising is our thing. We know it works. And when you are asking consumers to get involved and invest time (and money) in a video game character then striking the right emotional tones is vital. Ubisoft took us at our word and allowed us to produce an image of Sam that was unlike any that had gone before.