Gears of War 3: Exclusive Dust to Dust by twofifteenmccann San Francisco for Xbox

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Gears of War 3: Exclusive Dust to Dust

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Industry Video Games/Consoles
Media Film
Market United States
Agency twofifteenmccann San Francisco
Production Digital Domain
Released September 2011


Clio Awards 2012
Film Music-Licenced Gold

Credits & Description

Gears of War Trilogy Draws to a Close with Dust to Dust
Twofifteen McCann Partners with Digital Domain and Adam Berg for a Fitting Tribute Ahead of the Gears of War 3 Launch
twofifteenmccann has unveiled Dust to Dust, a :60 second film for Gears of War 3, the final chapter of the Xbox 360 Gears of War trilogy. Developed by Epic Games and published by Microsoft Studios exclusively for Xbox 360, Gears of War 3 launches worldwide on September 20.
Keeping with the tone of past Gears of War advertising, Dust to Dust uses rich visuals and a haunting soundtrack by Mazzy Star to bring humanity to the third-person shooter game. In this last film, the entire Gears story is honored, providing a look back at the first two installments, while hinting at what’s to come in the final act.
twofifteenmccann partnered with award-winning director Adam Berg and acclaimed digital production company Digital Domain on the project. Dust to Dust is the follow up to Ashes to Ashes, the agency’s first trailer for Gears of War 3, which debuted live on Late Night with Jimmy Fallon in April 2010.
In Dust to Dust, the viewer watches the world decay in time lapse around the game’s hero, Marcus Fenix, his fellow Gear Dominic Santiago, and the other members of Delta squad, as they move through a war-torn battlefield. The action is shown from an embedded cameraman angle to better convey what Marcus and Dom experience. The most important story moments from each of the Gears of War games are reflected chronologically in the film; for example, Gears fans will recognize key historical markers such as Emergence Day and The Flooding of Jacinto.
The campaign’s theme, Brothers to the End, is evident throughout Dust to Dust. The game’s protagonists have been through years of war together; and as the film ends, Marcus and Dom stand shoulder to shoulder, looking out on a chaotic battlefield. It’s clear they have nothing left to fight for but what’s left of their planet and each other.
Dust to Dust is set to the song "Into Dust" by Mazzy Star, which struck the right tone in both pace and concept. Beyond the match of the lyrics, the song is dark and reflective – the appropriate accompaniment for the end of the film, and, the end of the Gears of War trilogy.
Dust to Dust launched exclusively on Machinima on Thursday, September 1; in cinema on September 2 and has its first broadcast airing on Saturday, September 3 during the Oregon vs. LSU game on ABC. The Brothers to the End campaign also includes print, as well as a digital push developed by AKQA.