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Gears of War Invites E3 Audience to Look into the Mind of Its New Hero

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215 McCann works in partnership with Xbox to launch the trailer for Gears 5, the latest installment of the franchise

Gears of War Invites E3 Audience to Look into the Mind of Its New Hero
Gears 5, the latest chapter of Xbox’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. 

At E3 2019, Xbox wanted to get fans fully invested in Kait’s story. At an event already packed with stunning action trailers, 215 McCann created something different. Set to the soundtrack of Billie Eilish, 'Kait, Broken' is an uncomfortably close character study that takes us into the mind of our conflicted hero.  

Xbox’s trailer for the newly announced Gears 5 by 215 McCann, in partnership with Xbox and The Coalition, introduces the namesake protagonist as she bears her soul and her darkest fears to the E3 audience. Her descent into darkness is reinforced by Billie Eilish’s “Bury a Friend,” one of the summer’s most-played tracks. This altered version of Billie’s song adds to the nightmare thematic of the film.

While Gears of War loyalists will catch Easter Eggs and revel in the depiction of their favorite characters, those who do not understand the backstory of the game will still be intrigued by the visual innovation monumental introduction of a much-anticipated new release.

Gears 5 is the first of the franchise to feature a female protagonist. The story centers around Kait Diaz, a hero torn between her loyalty to her squad and a mysterious bloodline pull towards her sworn enemy, the Swarm.

'Kait, Broken' premiered June 9, 2019 to a live audience at Xbox’s E3 Press Briefing, and will continue to run online. Gears 5 will be available on Xbox One and Windows 10 PC beginning September 10, 2019.
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Brand: Microsoft

Marketing Communications Director: Taylor Smith (Sr. Director, Xbox Global Marketing Communications)

Senior Brand Manager: Nicole Fawcette (Gears of War)

Brand Manager: Hailey Geller (Gears of War)


Sound Company: Lime

Producer: Kayla Phungglan

Audio Mix: Rohan Young

Assistant Mixer: Jeremy Nichols

Executive Producer: Susie Boyajan

Creative Agency

Creative Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Brad Meyers

Art Director: Zach Lepine

Producer: Nina Ulbrich

ACD/Copywriter: Mat Bunnell

Director of Integrated Production: Mandi Holdorf

Group Strategy Director: Brian Wakabayashi

Senior Strategist: Beth Windheuser

Business Director: Peter Goldstein

Account Supervisor: Ben Blaska

Assistant Account Executive: Dylan Williams

Director of Business Affairs: Mary Beth Barney

Production Company

Line Producer: Talbert Morton

Production Supervisor: Melissa Perez

Production Assistants: Olivia Michalczuk

First Assistant Director: Nat Flor

Script: Jessica Jordan (Supervisor)

Mocap Shoot: Elastic


Track: Billie Eilish


Animator: Yongsub Song, Trix Taylor, Takayuki Sato (Compositors)

Creative Director: Andy Hall

CG Supervisor: Andy Wilkoff

Designers: Nadia Tzuo, Max Ulichney

3D Artists: Bryan Cox, Josh Dyer, Tim Kadowaki, Chris Leone, Jose Limon, Eric Molina, Mikey Rogers, Joe Paniagua, Joao Rosa, Ian Ruhfass, Colton Smrz, Aemilia Mariani Widodo, Ariana Ziae-Mohseni

Rendering: Shane Hoffman

Senior Producer: Paul Makowski

Head of Production: Kate Berry

Managing Director: Jennifer Sofio Hall

Design Studio: Elastic

Editor: Rachel Fowler, Jessica Ledoux

Visualisation: Mitch Gonzalez (Supervisor), Tom Mulhall, Michel J. Williams, Alexander Yip (Artists)

Production Manager: Lori Talley (Senior Previs Production Manager)

Production Coordinator: Megan Rodriguez

Executive Producer: Luke Colson, Christopher Edwards (Previs)

Genres: Animation

Categories: Gaming, Sports and Leisure

McCann North America, Fri, 14 Jun 2019 13:26:40 GMT