TV ad: Sea of Thieves Forsaken Shores: Epic Update

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To mark the launch of Forsaken Shores, Xbox’s biggest ever update to its pirate action adventure game Sea of Thieves, Assembly at Edelman is blowing traditional game updates out the water. Rather than rely on the conventional approach of posting the update information on fans forums and and sharing with media, the agency called in the unique comedy talents of Matt Berry, star of Garth Marenghi’s Darkplace and Toast of London. Together, they created a launch film that sees Berry unveil some of the update’s key features in his own hilarious and inimitable style – right from stabbing the list of new game elements with a dagger, to shushing the director as he tries to give him some guidance and refusing to do a second take. The film was produced by Assembly at Edelman and Edelman Deportivo.