Gears of War gets under fans' skin
Xbox and McCann London have released a new campaign to salute the dedication of the Gears of War fan base.
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Credits
powered by
- Agency McCann/London
- Production Company Craft London (In-House at McCann/London)
- Director Sam Gainsborough
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Credits
powered by
- Agency McCann/London
- Production Company Craft London (In-House at McCann/London)
- Director Sam Gainsborough
- Chief Creative Officer Rob Doubal
- Executive Creative Director Jamie Mietz
- Executive Creative Director Sanjiv Mistry
- Creative Hetu Negri
- Creative Jacob Bjordal
- Creative Jim Nilsson
- Creative Director Design Jade Sheppard
- Chief Production Officer Sergio Lopez
- Senior Executive Producer Sophie Chapman-Andrews
- Executive Producer Kin-man Ly
- Executive Producer Alec Christie
- Producer Rebecca Wilford
- Executive Producer/Managing Director Bart Yates
- DP Joe Gainsborough
- Art Department Brin Frost
- Editor Ed Bulmer
Credits
powered by
- Agency McCann/London
- Production Company Craft London (In-House at McCann/London)
- Director Sam Gainsborough
- Chief Creative Officer Rob Doubal
- Executive Creative Director Jamie Mietz
- Executive Creative Director Sanjiv Mistry
- Creative Hetu Negri
- Creative Jacob Bjordal
- Creative Jim Nilsson
- Creative Director Design Jade Sheppard
- Chief Production Officer Sergio Lopez
- Senior Executive Producer Sophie Chapman-Andrews
- Executive Producer Kin-man Ly
- Executive Producer Alec Christie
- Producer Rebecca Wilford
- Executive Producer/Managing Director Bart Yates
- DP Joe Gainsborough
- Art Department Brin Frost
- Editor Ed Bulmer
Xbox and McCann London have released a new campaign, Bound By Ink, which showcases what makes Gears of War fans a different from fans of other games.
Featuring an array of real fan tattoos painstakingly edited by Ed Bulmer, the film, directed by Sam Gainsborough, demonstrates the unique ability of this long-running series to quite literally get under your skin.
Loyalty to Gears, to the extent of people across the world permanently inking themselves with the game’s characters and weapons, is what led McCann to theorise that enough different Gears tattoos might be out there to construct a brand new narrative from them – one that spanned the whole timeline of the franchise.
Featuring a range of eclectic tattoos and tattoo art styles, Bound by Ink brings them all together to showcase the series' iconic hero, Marcus Fenix, along with enemies General Raam and Queen Myrrah and more recent protagonist Kait Diaz.
“Normally, you start with a script then shoot the footage for the film," said Jamie Mietz, ECD at McCann London. "This was completely the other way round. But we always had faith in Gears fans, and knew that if we reached out to enough of them we could tell a story that did justice to their passion for this game”.
