Ahead of the launch of Assassin’s Creed on New Years Day, Britain’s Channel 4 and Twentieth Century Fox broadcasting a live ‘leap of faith’ where stuntman Dave Grant jumped off a platform 30 metres up at over 80 kilometers per hour.

The stunt was teased with the line: “No harness. No CGI. No going back.” Plus the advert has a big “don’t try this at home” disclaimer. Viewers could comment on it using hashtag #C4LeapOfFaith.

According to Channel 4’s agency principal Angus Mitchell, the ad was conceived by 4 Sales’ creative arm PL4Y and produced by The Outfit. “Leap of Faith Live” was directed by Matt Askem and aired during Channel 4’s drama Humans.

“In a world of CGI film action sequences, we wanted to pay homage to the use of real stunt action sequences used in the film,” founding partner Charlie Read of The Outfit said. “By recreating a live Leap of Faith, we wanted to give the audience an insight into the skill and thrill of real stunts and get people excited about the theatrical release.”

“Assassin’s Creed is going to be the event movie of 2017, with nail-biting, never-seen-before, breathtaking action sequences,” Cameron Saunders, managing director of U.K. theatrical at Twentieth Century Fox said. “What better way to bring a taste of this adrenaline to audiences throughout the U.K. than this daring live Leap of Faith? There’s plenty more where this came from when the movie releases on Jan. 1.”

Behind-the-scenes: