IO Interactive breaks down the design and production pipeline behind celebrity Elusive Targets in Hitman World of Assassination, detailing how narrative design and marketing align to build bespoke missions for public figures.
According to level designer Marin Ansdal, the process starts long before any level is even designed. The marketing department is tasked with identifying and reaching out to people who will bring new players to the game while also satisfying the core audience.
How to set up a mission with famous guests
Once the signatures are signed with a famous or public figure, the designers and scriptwriters take action. The location of the mission is chosen to perfectly match the personality of the guest, while the team builds a story around it that fits the style and genre.
In the past, the game has featured many big names, including Snoop Dogg, Sean Bean, Eminem, Milla Jovovich, Jean-Claude Van Damme, and Mads Mikkelsen. For example, the collaboration with Jean-Claude Van Damme was based on a science fiction story with a cloning lab inspired by 90s action movies, while the presence of Mads Mikkelsen brought the main character to a classic spy story.
The new mission with JackSepticEye
The latest special, titled The Host, stars well-known YouTuber and streamer JackSepticEye. It is a contemporary psychological thriller that explores the dark side of online celebrity.
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The mission is available for free to players until November 25th.
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