Ubisoft through Vantage Studios appointed a new leadership team to direct the Assassin's Creed brand. Quoted from Gematsu, This change marks an effort to streamline long-term direction, maintain series identity consistency, and strengthen production execution across multiple concurrent projects. The move also shows that Assassin's Creed is being treated as a content ecosystem that needs cross-functional coordination, not just a series of standalone game releases.
Behind the new Assassin's Creed team
Three main names make up the new structure. Martin Schelling has been appointed as Head of Assassin's Creed Brand, focusing on long-term strategy and vision. His track record includes major titles such as Assassin's Creed Revelations, Assassin's Creed IV: Black Flag, Assassin's Creed Origins, and Assassin's Creed Valhalla, as well as his recent experience as Chief Production Officer at Ubisoft.
Jean Guesdo became the Head of Content for Assassin's Creed Brand. This role emphasizes creative direction across projects, support for each game, and maintaining the “core DNA” of Assassin's Creed. Guesdo is known as a veteran designer whose credits go all the way back to the first Assassin's Creed game (2007), as well as being the creative director on Origins and Black Flag.
Francois de Billy is Head of Production Excellence for Assassin's Creed Brand. His job is to strengthen production practices, ensure execution, and reduce bottlenecks in complex workflows. He is said to have experience as production director on Valhalla and Origins.
Division of “content” and “production” roles”
The separation of focus between “content” and “production excellence” usually arises when a franchise has multiple teams and tight release targets. On the content side, creative direction serves as the guardian of consistency in theme, tone, and series identity, including how gameplay and narrative elements feel aligned across projects. On the production side, the role of production excellence leads to more operational things: schedule discipline, stable release quality, and a smoother process between studios.
This structure also helps reduce the risk of creative decisions colliding with each other or changing direction too abruptly in the middle of development.
Cross-brand focus
In addition to the three main positions, Gematsu also mentions the involvement of Andree-Anne Boisvert who handles cross-brand initiatives and technological excellence, and Lionel Hiller as vice-president of brand and go-to-market strategy. The presence of the technology and go-to-market functions signals that the alignment of toolsets, pipelines, and brand launch and communication strategies is also a concern. In effect, coordination between games can be neater, especially when multiple projects share similar technical foundations or production needs.
Despite announcing a new team to develop Assassin's Creed, Ubisoft and Vantage Studio have yet to announce a timeline or other details regarding the upcoming new Assassin's Creed project.
