I don't have any tattoos. Nor have I even seriously considered it. I have nothing against them, in fact I actually harbour a smidgen of jealously towards those who are bold enough to brand their bodies, but there's something so unbearably permanent about them that I'm simply too much of a wuss to go that extra mile. Frankly, If I feel that strongly about something, I'll just buy a t shirt. But a new campaign for the upcoming Gears of War remaster for Xbox One suggests that just because a tattoo is for life, that doesn't mean it can't get a little touch up every once in a while.
Twofifteenmccann has teamed with Xbox to remaster the tattoos of the most dedicated Gears Of War fans in preparation for the upcoming remaster for Xbox One
Few franchises can boast the fan devotion of Gears of War, the third-person action game that debuted back in 2006 to critical and commercial praise. What you might not realise, however, is that gamers tattoo their bodies with permanent images and icons from the game more often than for any other gaming property (not even the Legend of Zelda, even though I've seen more Triforce tattoos than I've had hot dinners). But the original Gears of War was released nine years ago, and given how tattoos fade over time there were many worn-looking pieces of body art in need of touching up. So, to celebrate the impending launch of the remastered Gears of War Ultimate Edition on August 25, Twofifteenmccann teamed up with Microsoft to remaster the tattoos of the game's most dedicated fans.
Gears Ink Part 1
The program, dubbed Gears Ink, launched at E3 with an all-digital organic initiative beginning with a film that showcased four gamers having their tattoos remastered along with franchise co-creator Rod Fergusson going under the needle for the first time, matching the devotion of his fans. In the weeks that followed Xbox social channels encouraged fans to share their own tattoos on Facebook or Twitter, offering a chance to have their own tattoos remastered. This was capped by an activation event and documented in an online video that debuted last week, depicting the winners receiving a tattoo remaster by legendary tattoo artist Steve Soto on the weekend of San Diego’s Comic-Con gathering.
Gears Ink launched at E3 with a film that showcased four gamers having their tattoos remastered along with franchise co-creator Rod Fergusson
The concept is a rather brilliant one, which manages to underline the fanatic devotion the Xbox exclusive franchise has nurtured over the last decade in a manner that reflects the game's badass reputation and the very concept of remastering much-loved pieces of entertainment. Some might see the concept as a cynical ploy to make a quick buck by manipulating the rose-tinted lenses of the nostalgic fan. However, there's certainly something to be said for exposing a new generation to something they might have missed the first time around in a prettier and more accessible package. Either way you look at it, this campaign really highlights the positive points of looking back whilst also looking forward, without coming across as cheesy or exploitative.
Gears Ink Part 2
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He is looking forward to diving back into Gears of War this summer and getting back in touch with his jaded 19-year-old self.