Twofifteenmccann 'Remasters' Tattoos for Rerelease of Gears of War

Few franchises can boast the fan devotion of Gears of War. Gamers tattoo their bodies with permanent images and icons from the game more often for Gears than any other gaming property.

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 with Xbox to remaster the tattoos of the biggest and most dedicated Gears fans.

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 artist Steve Soto on the weekend of San Diego’s Comic-Con gathering.