• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Mad World

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Crafts / Use of Music / 2007

Most videogames are introduced to the world through a montage of game play footage. For 'Gears of War' we chose a different tact. The game's lead character – Marcus Fenix – has a deep and emotional story. We wanted people to empathise with this character and his ordeal; to make an emotional connection to the game as opposed to a game play connection. We used Gary Jules's music track as inspiration for the film. Instead of cutting game footage together we shot original footage within the game's development engine to tell the emotional story of Marcus's desperation and plight.

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