To introduce Gears of War 4, available on Oct. 11, twofifteenmccann’s new online and social campaign, “Never fight Alone,” which broke today (9/15), builds on last year’s Gears Ink campaign. And just as Gears of War 4 is a game about brotherhood and camaraderie, the new work focuses on the stories of some of the game’s most dedicated fans, exploring their passion for the game and their loyalty to one another as they get tattoos of Gears iconography.
Co-directing and editing this short profiling Game of War 4 fans were Shadd Williams and Michael Duffy of Duffy Williams.
Credits
Client Xbox/Gears of War 4 Agency twofifteenmccann Scott Duchon, chief creative officer; Neil Bruce, creative director; Ryan Carver, art director; Latasha Ewell, copywriter; Alex Spahr, director of integrated production; Kacey Hart, sr. producer; Brandon Chen, producer; Gabrielle Tenaglia, director of strategy; Brian Wakabayashi, strategy director; Daniele Dominguez, strategist. Production Duffy Williams Shadd Williams, co-director/producer; Michael Duffy, co-director/DP; Lea Dunn, production coordinator. Editorial Duffy Williams Michael Duffy, Shadd Williams, editors. Finishing Ntropic Emily Avoujageli, sr. producer; Kevin Miler, color producer; Yvonne Pon, associate producer; Matt Tremaglio, lead Flame artist; Steve Zourntos, Flame artist; Sharif Nakhleh, editor; Nick Sanders, colorist; Gillen Burch, VFX assistant. Mixing/Sound Design One Union Recording Eben Carr, mixing. Music Alex Sargent, composer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
