Fri, 06 Sep 2019 13:50:09 GMT
Gears 5, the latest chapter of Xbox and The Coalition’s mega-popular Gears of War franchise, continues to evolve the game with a new, female protagonist and a renewed focus on character-led drama and captivating storytelling. Kait Diaz is a conflicted hero torn between her loyalty to her squad and a mysterious pull to her sworn enemy.
To spotlight our new hero in advance of the launch of Gears 5, “The Chain,” a stunning, action-driven piece from 215 McCann, follows Kait on a journey both intensely epic and personal, as she battles obstacles both real and imagined. The piece is driven by the Fleetwood Mac classic, ‘The Chain,” covered by Evanescence lead vocalist, Amy Lee. Amy and Xbox have redefined the classic song to embody the dark threat of Kait’s abuser, the evil Queen Myrrah, calling out and threatening her. As Kait nears the end of the journey in the spot, she stands, revs her Lancer, and fights back against her abuser. The lyrics help drive the narrative, as each line corresponds with the chaotic journey Kait is experiencing, both in the desert and in her own mind.
You can check out the trailer below:
"I’m proud to lend my voice to this reimagining of “The Chain” for Gears 5. I was drawn to the story of Kait overcoming fear and standing up to fight. Her story of breaking out with her own voice is most definitely one I relate to!", says Amy Lee.
The campaign is a continuation of the “Bound By Blood” campaign, which 215 McCann launched at E3, and airs globally on paid media, September 5th. It will include TV, Cinema, Digital, OOH, Social, PR, and a live tattoo installment. Gears 5 is playable with Xbox Game Pass Ultimate, September 6th, and will be available everywhere on September 10th.
Categories: Consumer Electronics, Gaming ConsolesMcCann Worldgroup, Fri, 06 Sep 2019 13:50:09 GMT