Pretty much anyone with a television or an internet hook-up has seen the Gears of War Mad World trailer. Today at GDC's "Merging Art and Marketing: A Look Inside the Gears of War Visual Marketing Effort," Tim Dean, art director at Studio ZR, and the artistic architect of the trailer, spoke at length about the process.
Dean's role inside Microsoft is to be an art advocate, which means he tries to get higher-ups doling out dough to support his product. For the Gears trailer he said, "We wanted it to be a strong emotional piece. A real juxtaposition between images and music. Something people would see and wonder: is this a movie? A video-game trailer? What is it?"
Dean's goals for the trailer were three-fold, and he hopes those goals extend into all game marketing.