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.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
