GENESIS: The Xbox third-person shooter Gears of War, from Epic Games, reinvented video-game advertising. While most war-game ads put hard-driving music over cutscene montages, the trailers for the first two Gears games were single, coherent, 60-second narratives, ultraviolent but much more mournful in tone. By silencing the sounds of battle and laying spare, elegiac songs on top—Gary Jules's version of "Mad World" in the first spot, DeVotchKa's "How It Ends" in the second—the ads evoked a world of loss and destroyed beauty. For the third and final trailer in the trilogy, the creatives at twofifteenmccann had to hew closely to the instantly recognizable (and widely imitated) style they invented, but not repeat themselves. "You want to run away from what you've done before," says chief creative officer Scott Duchon. "But the right thing for Epic was to celebrate the end of this franchise as it always lived." They found a balance by making the new spot grittier and more frenetic, with fresh visual tricks and camera angles, while still choosing a supremely melancholy song—Mazzy Star's 1993 track "Into Dust."
COPYWRITING: The writers scripted the 60 seconds as a journey through all three games. The main protagonists, Marcus Fenix and Dominic Santiago, fight their way through key scenes from the first two games, like Emergence Day and the Flooding of Jacinto, then step into battlescapes from the third game, with new weapons and enemies. An on-screen tagline appears: "Brothers to the end." The first two words fade out, and the line reads simply, "The end."
ART DIRECTION: Gears of War trailers look like the gameplay—the previous two were built in the same software, Epic's Unreal Engine. This time, Digital Domain was brought in to add effects not native to the game. Chief among them is a time lapse that makes much of the scenery appear to crumble and decay, even as the soldiers fight in real time. This gives the sense of time passing through the franchise's epic story arc. "Everything moving is live action. Everything static and dead is time lapse," says director Adam Berg. (A monster can be both—attacking in real time when alive, then quickly decomposing when killed.) The lighting is gloomy and oppressive, with flashes from firearms and ordnance. The camera is jumpy and close to the action, where in the earlier spots it was more removed, with the frames more composed.
FILMING: Production spanned two months this summer. Tron: Legacy's Joseph Kosinski had directed the earlier spots. Berg brought a fresh eye to this one. He recorded the virtual camera movements by manipulating an actual handheld monitor in a motion-capture studio. "You can see the animatic in the monitor, and move around in that world, seeing all the houses and streets and burned-out cars. It's amazing," he says. A handful of actors were also filmed in motion capture to portray the characters' body movements, jumps and falls.
SOUND: "We knew the question from Epic and Xbox would be: What's our next 'Mad World?'" says associate creative director Mat Bunnell. Somber, reflective, and lyrically perfect, Mazzy Star's "Into Dust" was an ideal choice. "There was some hesitation to have the same kind of mood as before. But we needed something slow to calm down the visuals," says Berg. "And it's a beautiful song." Silencing the battle sounds lends its own peculiar power. Duchon points to the scene in Saving Private Ryan in which Tom Hanks [as Capt. Miller] loses his hearing after an explosion. "There couldn't be a more visceral reaction to that scene," Duchon says. "In these first- and third-person shooters, there's so much noise. Sometimes it's the quiet that cuts through." The agency did a whole version of the trailer with full sound design, and may put it on YouTube as a gift to fans.
MEDIA: National broadcast and cable, as well as online, where view counts are already well into the millions.
THE SPOTS: See all three trailers below, with the newest one first. The credits at the bottom apply only to the most recent trailer.
CREDITS (Gears of War 3 trailer only):
Game: Gears of War 3
Spot: "Dust to Dust"
Chief Creative Officer: Scott Duchon
Associate Creative Directors: Mat Bunnell, Steve Couture
Art Director: Jeremy Diessner
Copywriter: Nicole Clainos
Director of Integrated Production: Tom Wright
Agency Producers: Chris Weldon, Eric Rasco
Account Director: Peter Goldstein
Account Management Supervisor: Luke Lamson
Account Executive: Stephanie Scott
Production, Animation, Mocap, Editorial & Visual Effects: Digital Domain
President, Commercial Division; Executive Vice President: Ed Ulbrich
Executive Producer: Tanya Cohen
Visual Effects Supervisor: Vernon Wilbert, Jr
Senior Producer: Melanie La Rue
Producer: Chris Fieldhouse
CG Supervisor: Richard Morton
Coordinator: William Lemmon
Editor: Todd Miller
Matte Painter: Zach Christian
Motion Graphics Artist: Cody Williams
Previs Artist: Niles Heckman
Technical Director: Derek Crosby
Technical Director; Rigger: Adrian Dimond
Digital Artist: Ryan Apuy
Digital Artist: Lee Carlton
Digital Artist: Daisuke Nagae
Digital Artist: Dave Carlson
Digital Artist: David Liu
Digital Artist: Desiree Lundsferd
Lead Animator: Rick Glenn
Animator: Kevin Culhane
Animator: Scott Kravtiz
Lead FX Artist: Jason Mortimer
FX Artist: Ken Jones
FX Artist: Adrian Graham
Lead Nuke Compositor: Rafael F. Colón
Nuke Compositor: Aruna Inversin
Nuke Compositor: Soyoun Lee
Flame Artist: Jeff Heusser
Virtual Production Supervisor: Gary Roberts
Mocap Production Supervisor: Gaby Rios
Sr. Mocap Pipeline Engineer: Damon Shelton
Lab Supervisor: April Warren
Mocap Artist: Alia Dong-Stewart
Mocap Artist: Ronaldo Benaraw
Mocap Artist: Ryan Beagan
Manager, Systems Admin: Steve Madonna
Production Assistant: Jenn Grundstad
Director: Adam Berg
Executive Producers: Lisa Rich, Patrick Milling Smith, Brian Carmody
Music: Mazzy Star, "Into Dust"
Sound Design: Skywalker Sound
Supervising Sound Designer: Randy Thom
Re-recording Mixers: Randy Thom, Leff Lefferts
Supervising Sound Editor: Mac Smith
Sound Effects Editor: Steve Boeddeker
Foley Artists: Sean England, Ronni Brown
Foley Mixer: Tony Eckert
Foley Recordist: Corey Tyler
Mix: Joel Waters, Lime Studios