Mazzy Star Sets the Mood for Latest ‘Gears of War’ Spot

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By Kiran Aditham Comments

San Francisco’s twofifteenmccann, which is no stranger to videogame promotion considering that it was behind the ambitious Halo 3 effort when it was known as T.A.G., has crafted a new spot for Xbox 360’s Gears of War 3 that carries the overdramatic theme of “brothers to the end.” Officially titled “Dust to Dust,” the ad aptly features the song “Into Dust” by 90’s alt-rock fave Mazzy Star, who replace Gary Jules as the mellow counterpart to the warfare that unfolds before your very eyes. Someone cue up “Fade Into You” 0n Spotify.

Smuggler director Adam Berg helmed the spot, Digital Domain collaborated and AKQA is handling the digital push for the game, which hits shelves on September 20.