Creativity

Channel 4 Staged a Live 100-Foot Jump to Promote 'Assassin's Creed'

Stuntman Dave Grant Made a 'Leap of Faith' on Sunday Night

By Alexandra Jardine. Published on Dec 15, 2016

Editor's Pick

Channel 4 has teamed up with Twentieth Century Fox to promote the movie "Assassin's Creed" by staging a live stunt this past weekend in an ad break, featuring a 100 foot jump.

To replicate the "Leap of Faith" in the movie undertaken by Michael Fassbender's character Aguilar, Hollywood stuntman Dave Grant did a free fall from almost 100 feet at a speed of over 50mph live on air.

The ad will was filmed outdoors at Millennium Mills, a derelict flour mill in London and aired in a 100 second ad break, produced by creative company The Outfit, at approximately 9.10pm during Channel 4's "Humans." The live action was directed by Matt Askem whose credits include the London 2012 Paralympics closing ceremony, three Take That live tours and the launch of the Range Rover Sport featuring Daniel Craig.

The stunt promoted the U.K. release of "Assassin's Creed" on Jan 1. 2017. Prior to it taking place Channel 4 promoted it with 10 second teaser ads using the tagline "No harness. No CGI. No Going Back."

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About

Credits

Date
Dec 15, 2016
Agency:
The Outfit
Client:
Channel 4/20th Century Fox
Director:
Matt Askem

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