Creativity

Xbox Updates 'Gears of War' Fan Tattoos to Herald Remastered Game

Game Lovers Get Their Own Refresh

By Ann-Christine Diaz. Published on Jul 16, 2015

Editor's Pick

In the videogame pantheon, Xbox's "Gears of War" franchise has unquestionable cred as a game-changer. When the first installment launched in 2006, it leveled up the third-person-shooter game by introducing fresh cover tactics, deep storytelling and multiplayer possibilities. It also spawned a devout group of fans -- some who love the game so much that they've gotten Gears-inspired tattoos.

To celebrate both the fans as well as the upcoming launch of the "Gears of War Ultimate Edition," breaking on August 25, Xbox tapped twofifteenmccann to create "Gears Ink," a fan-centric effort that remasters fans' Gears tats, just as the new edition remasters the first Gears game.

The program was first introduced during E3 with a video showing diehard gamers getting their various Gears tattoos updated by pro inker Steve Soto. In the subsequent weeks, Xbox encouraged fans to share their own Gears ink on social media for a change to get their own tats remastered. This new film that broke today captured the winners getting re-inked at San Diego's Comic-Con. There's even one fan who loved her update so much, so broke down in tears.

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About

Credits

Date
Jul 16, 2015
Agency:
twofifteenmccann
Chief Creative Officer:
Scott Duchon
Client:
Microsoft
Associate Creative Director:
Neil Bruce
Senior Art Director:
Alper Kologlu
Art Director:
Tor Kologlu
Director of Integrated Production:
Alex Spahr
Producer:
Sarah Sweeney
Business Director:
Peter Goldstein
Account Supervisor:
Bryant Marcia
Assistant Account Executive:
EmmaLee Branch
Business Affairs:
Mary Beth Barney
Director of Strategy:
Gabrielle Tenaglia
VP Planning Director:
Brian Wakabayashi
Planner:
Daniele Dominguez
Director of Photography/Editor:
Ivan Shumaker
Director of Photography/Editor:
Carson Bell

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