The One Show
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Category
User-Generated Content
Annual ID
OS22_FI121M
About the Work
‘Bound By Ink’ is a salute to the dedication of the Gears of War fanbase. It showcases what makes Gears fans a different breed from those of other games – their passion, their grit, their lifelong commitment to the franchise. Featuring hundreds 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.
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.
Unlike traditional productions where you start with a script to then make the film, it all started from fans in different markets including London, LA, NY, Mexico City and Vancouver, who had to send pictures of their existing and new Gears tattoos to be part of the tribute film.
We had to embrace the uncertainty and rely on non-professionals from different time zones without control around the tattoo’s artwork, the composition or quality of the photo.
We had to collate images and edit in real time until a compelling story was created without any supporting CGI. Only real tattoos, original dialogues and sound FX from the game were painstakingly selected and synced for this execution.
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.
Unlike traditional productions where you start with a script to then make the film, it all started from fans in different markets including London, LA, NY, Mexico City and Vancouver, who had to send pictures of their existing and new Gears tattoos to be part of the tribute film.
We had to embrace the uncertainty and rely on non-professionals from different time zones without control around the tattoo’s artwork, the composition or quality of the photo.
We had to collate images and edit in real time until a compelling story was created without any supporting CGI. Only real tattoos, original dialogues and sound FX from the game were painstakingly selected and synced for this execution.
2022 Awards
Total Points: 3
Merit
Credits
Agency
McCann / London
Production Company
BlinkInk / London
Craft / London
Art Director
Brin Frost
Chief Creative Officer
Laurence Thomson
Rob Doubal
Director
Sam Gainsborough
Director of Photography
Joe Gainsborough
Editor
Mdhamiri Nkemi
Executive Creative Director
Jamie Mietz
Sanjiv Mistry
Executive Producer
Alec Christie
Bart Yates
Kin-man Ly
Music Supervisor
Chris Graves
Producer
Georgina Fillmore
Rebecca Wilford
Account Director
May Sinlapa
Melanie Vickers
Chief Production Officer
Sergio Lopez
Managing Director
Jessica Tamsedge
Project Manager
Georgia Wettenhall
Senior Designer
August Campbell
Sound Design
Adam Woodhams
Account Associate
Tayo Ruddock
Business Affairs
Molly Strasser
Casting Producer
Lucy McQuade
Roxane Bourges
Soraya Spiers
Toby Burden
Compositor
Ed Bulmer
Mathew Graham
Patrick Selby
Creative Design Director
Jade Sheppard
EVP & Chief Client Officer
Rob Smith
Global Integrated Marketing Director
Michael Flatt
Head of Integrated Production
Sophie Chapman-Andrews
Managing Partner
Sailesh Jani
Production Assistant
Molly Turner
Project Director
Clare Prager
Senior Creative
Hetu Negri
Juan Peirano
Jacob Björdal
Jim Nilsson
Senior Planner
James Appleby
Senior Project Manager
Anna Curtis
Hannah Graff
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