Microsoft Xbox - Gears 5

Integrated Global Launch Campaign

Gears 5 Campaign Case Study Video

gnet has been helping this iconic Xbox franchise maintain its passionate core community since 2008’s Gears of War 2. 2019’s campaign for Gears 5 would help drive the most successful studio launch for this Xbox console generation.

THE PROJECT
video game franchise
global launch campaign

  • SERVICES
  • campaign strategy
  • creative strategy
  • a/v creative & production
  • spots & trailers
  • gameplay capture
  • cg animation
  • experiential

The Approach

We worked with Microsoft to create a thorough, all-encompassing campaign for the latest launch in the storied Gears of War franchise, Gears 5. We touched all aspects of the campaign, including a cinematic CG spot, high-octane gameplay trailers, event-based experiential stunts, promoting the custom console launch, and announcing tie-ins with partners like the new Terminator movie and actor/wrestler Dave Bautista. In addition to Microsoft Xbox and The Coalition, contributors to the overall campaign included 215 McCann, Ayzenberg, Carat, Tripleclix, Buddha Jones, BeCore, Assembly, Zed Ink, Elastic, and Axis Studios.

The Work

‘ESCAPE’ REVEAL TRAILER

The Escape CG Trailer set the tone for the Gears 5 launch campaign, premiering during the 2019 Xbox E3 Briefing, and showcasing the brand new gameplay mode, Escape.

SNATCHER E3 INSTALLATION

Working with Xbox, we converted the orchestra of Microsoft Theater into “The Hive” and we built a to-scale Snatcher monster with a game-inspired environment for fans to have their picture taken with during E3.

‘KAIT, UNLEASHED’ LAUNCH TRAILER

With a combination of gameplay and cinematics, this launch trailer unveils the story of Gears 5 and gives a glimpse into the largest campaign of the franchise.

‘GEARS FOREVER’ TRAILER

This post-launch asset showcases Gears 5’s various modes while spotlighting the game’s partnerships with other brands such as Halo, Terminator, and the WWE.

The Results

Gears 5 has quickly become the largest installment of the franchise. The campaign’s massive coordination of marketing, partnerships, and influencer programs, coupled with rave critical reviews, resulted in Xbox One’s biggest 1st-party launch to date with over three million week-one players.

Related Work

GEARS OF WAR FRANCHISE WORK

gnet has been collaborating with Microsoft on the Gears of War franchise since 2008’s Gears of War 2. Below is a partial selection of assets from our work on previous campaigns.

GEARS OF WAR 4

GEARS OF WAR JUDGMENT

GEARS OF WAR 3

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