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Xbox Pays Tribute to Devotion of 'Gears of War' Fans with Ad Made Entirely Out of Their Tattoos

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The film from McCann London demonstrates the unique ability of the long-running series to quite literally get under your skin

Xbox Pays Tribute to Devotion of 'Gears of War' Fans with Ad Made Entirely Out of Their Tattoos
Xbox and McCann London have released ‘Bound By Ink’, a salute to the dedication of the 'Gears of War' fan base. The film - first aired during the Xbox launch celebration via global livestream on 10th November to introduce next-Gen updates to 'Gears 5' - showcases what makes 'Gears' fans a different breed from those of other games - their passion, their grit, their lifelong commitment to the franchise. Featuring an array of real fan tattoos painstakingly edited into a new story, the film 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, has long been an open secret in gaming circles. It was this that 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, both from old fans and new ones around the world who wanted to be a part of this experiment, ‘Bound by Ink’ brought them all together for a common purpose. The story shows iconic series hero Marcus Fenix battling enemies General Raam and Queen Myrrah, but facing defeat, 'Gears' fans and new protagonist Kait Diaz come to his rescue, combining their weapons to finally conquer their foes. 

“Normally, you start with a script then shoot the footage for the film. 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” said Jamie Mietz, ECD at McCann London.

Nicole Fawcette, senior global brand manager for 'Gears of War', commented: “We wanted to truly celebrate our fans, and give them something to be proud of. Something that lives and breathes the code of brotherhood that’s existed in the 'Gears' world and community for all these years.”

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Agency: McCann London

Chief Creative Officers McCann UK and Co-President, McCann London: Laurence Thomson and Rob Doubal

Executive Creative Directors: Jamie Mietz and Sanjiv Mistry

Senior Creatives: Hetu Negri, Juan Peirano, Jacob Bjordal and Jim Nilsson

Creative Director Design: Jade Sheppard

Senior Designer: August Campbell

Senior Planner: James Appleby

Managing Director: Jessica Tamsedge

EVP and CCO: Rob Smith

Managing Partner: Sailesh Jani

Account Director: Melanie Vickers

Senior Account Manager: May Sinlapa

Account Associate: Tayo Ruddock

Project Director: Clare Prager

Senior Project Manager: Anna Curtis and Hannah Graff

Project Manager: Georgia Wettenhall


Production: CRAFT

Chief Production Officer: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producers: Kin-Man Ly & Alec Christie

Producer: Rebecca Wilford

Casting Producers: Toby Burden, Soraya Spiers, Roxane Bourges and Lucy McQuade

Business Affairs: Molly Strasser

Music Supervisor: Chris Graves

Director: Sam Gainsborough

Exec Producer: Bart Yates

Producer: Georgina Fillmore

Production Assistant: Molly Turner

DOP: Joe Gainsborough

Art Director: Brin Frost

Compositor: Ed Bulmer, Patrick Selby, Mathew Graham

Grade: Joe Gainsborough

Editor: Mdhamiri Nkemi / Ed Bulmer

Sound design: Adam Woodhams

Tattoo Parlours: Gypsy Blood Tattoo, London; The Fall, Vancouver; Gristle Tattoo, New York and Soy Feliz Studio, Mexico City

Categories: Gaming, Sports and Leisure

McCann London, Thu, 12 Nov 2020 11:13:29 GMT