Evanescence's Amy Lee Soundtracks New Gears 5 Trailer From 215 McCann

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The trailer features a cover of Fleetwood Mac's 'The Chain'
Evanescence's Amy Lee Soundtracks New Gears 5 Trailer From 215 McCann

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.

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Client

Advertiser: Microsoft

Brand Manager: Hailey Geller

Senior Brand Manager: Nicole Fawcette

Post Production / VFX

2D Artists: Adam Flynn, Kevin Stokes, Dan Ellis

Animators: Curtis Back, Takayuki Sato, Julia Wright

Concept Artists: Max Ulichney, Malia Goldman

Coordinator: Megan Rodriguez

Creative Director: Andy Hall

Design: Elastic

Editors: Rachel Fowler, Jessica Ledoux

Executive Producer: Luke Colson

Head of 3D: Kirk Shintani

Head of Production: Kate Berry

Managing Director: Jennifer Sofio Hall

Online Editor: James Buongiorno

Post Production Company: Elastic

Postproduction Support: Shane Hoffman

Producer: Adam Goins

Senior Producer: Paul Makowski

VFX Supervisor: Andy McKenna

Music

Arranger: Bobby Tahouri

Audio Assistant: Jeremy Nichols

Engineer: Chris Nungary

Executive Producer: Sara Matarazzo, Stephanie Pigott

Music Agency: Walker

Producer: Danielle Soury

Recording: Lime Studios

Sound Design & Mix: Rohan Young

Vocal Talent: Amy Lee

Creative Agency

Account Director: Patrick Meeley

Account Supervisor: Ben Blaska

ACD/Copywriter: Mat Bunnell

Art Director: Zach Lepine

Assistant Account Executive: Dylan Williams

Business Director: Peter Goldstein

Chief Creative Officer: Scott Duchon

Creative Agency: 215 McCann

Creative Director: Brad Meyers

Director of Business Affairs: Mary Beth Barney

Director of Integrated Production: Mandi Holdorf

Director of Strategy: Brian Wakabayashi

Producer: Christine Hurty

Senior Strategist: Beth Windheuser

Strategy Director: Cassidy Wilber

Categories: Consumer Electronics, Gaming Consoles

McCann Worldgroup, 6 months ago