At the very end of Ubisoft’s press briefing I Am Alive was given the pun-intended introduction of a brand that’s sure to “shake up the industry”. In what is without a doubt a pre-rendered trailer, we meet Adam; a rather scraggly man running through dust filled halls of rubble.

Six days earlier, Adam was a business sort working in Chicago until an earthquake tore the city to pieces. Noteworthy is ruaumoko.com shown in the background — a URL owned by Ubisoft. In Māori mythology Ruaumoko is the son of Rangi and Papa, a part of their creation myth. The only problem is that the kid has never been born, forever stuck in his mother’s womb and his movements are said to cause earthquakes.

So you heard it here first: Ubisoft’s I Am Alive is about giant unborn babies causing cataclysmic modern day disasters… Probably not, but the reference is interesting nonetheless.

Update: ruaumoko.com now redirects to iamalivegame.com, let the Cloverfield style speculation and advertising begin! Although, hopefully I Am Alive can backup its clever marketing with an equally clever game.