XBOX: Gears 5

OOH + Digital Banners

The Gears 5 franchise had one of its first this year: first female main character in a Gears of War game. I repeat: a third-person shooter game with mostly male characters made the switch in their fifth installment to a female main character. We knew we not only needed to create hype for the release, we also needed to create a stage for Kait, the lead. Accompanying the release of a Kait centered commercial spot were over 400 digital out of home placements and 10 print.

The placements featured Kait leading her squad, as well as some art by the famous Luke Preece.

Out of Home Campaign

Chicago Print: Keyart, Squad Art and Gears Omen.

Chicago Print: Kait Character Art partnered with Kait’s Omen. Omen Art by Luke Preece.

New York Digital Board: Character Art animates to Keyart.

Los Angeles Print: Squad Art.