The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Film

Bound By Ink

Agency McCann / London + Blinkink / London + Craft / London

Client Microsoft / Xbox


User-Generated Content

Annual ID


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.

2022 Awards

Total Points: 3




McCann / London

Production Company

BlinkInk / London
Craft / London

Art Director

Brin Frost

Chief Creative Officer

Laurence Thomson
Rob Doubal


Sam Gainsborough

Director of Photography

Joe Gainsborough

Executive Creative Director

Jamie Mietz
Sanjiv Mistry

Music Supervisor

Chris Graves

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


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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