20
Nov
10

UF students stage assassination to promote game tournament

Fuller assassinates students

John Fuller holds a sword out toward his attackers during a promotional "flash mob."

In front of the Turlington rock, 80 innocent bystanders witnessed the assassination of numerous University of Florida students on Friday afternoon. After the attack, students broke out into applause.

The violence was, in fact, simulated. It was all part of a promotions plan from Ubisoft campus representative Jay Uy. He set up the flash mob, or spontaneous street performance, in order to spread the word about a tournament for “Assassin’s Creed: Brotherhood,” the latest action title from Ubisoft.

Uy, who finalized the plans for the performance only the night before, said the idea just sort of came to him after he heard that Ubisoft would be rewarding representatives with the most creative promotional scheme with a $200 Christmas bonus.

“First thing I thought was: ‘Oh my god, flash mob — that would be awesome for this,’” Uy said.

The performance included UF senior John Fuller dressed as Ezio, the lead character from the game, fighting a group of students with prop swords and other students dressed as assassins joining the fray. During the second performance, one of the assassins even did a front flip off one of the benches.

Fuller, who designed and built the costume in one evening, said he was a little worried about ruining some of the pieces which were made of tin foil. Otherwise, he thought the sewing would hold up, which he learned how to do while creating a felt Christmas tree ornament in high school.

“From there, I just kind of winged it,” Fuller said.

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