The Gears of War franchise has inspired many artists over the years to create their own interpretations of the series’ iconic art style, and Xbox partnered with one of the world’s most popular energy drink brands to deliver something special for fans. Rockstar Energy Drink and Xbox unveiled the Gears of War 4 collector’s edition series of cans featuring four original designs by artists inspired by the blockbuster video game franchise.
Artists Jesse Hernandez, Hydro74, and GodMachine were hand selected by the Coalition and Rockstar Energy to capture the authentic vibe of both brands. The designs were featured on 16 oz. cans of Rockstar Energy Original and Punched available at retail stores across US and Canada. United Kingdom featureD one exclusive design available on Rockstar Energy Original.
“The universe of Gears is all its own; both the game world and the art that it’s inspired,” said Guy Welch, director of marketing at Xbox. “For over 10 years, Gears has been fortunate to collaborate with many of the artists we admire including and most recently tattoo artist Steve Soto, comics legend Tony Moore (The Walking Dead, Batman), composer Ramin Djawadi (Iron Man, Game of Thrones), and hip-hop duo Run the Jewels. The Rockstar Energy program allowed us to meet and develop relationships with a wide range of new artists over the past year, and we’re proud to welcome them to the Gears family.”
Consumers were able to Gear-Up and collect under-the-tab codes found on any collector’s edition can. Every code entered at GEARS4.ROCKSTARENERGY.COM unlocked exclusive in-game content inspired by the artist series and also earned entries for the chance to win over 500 prizes including, Xbox One S consoles, Samsung HDTVs, games, and more.
Additionally, Xbox featured the artist designs in a limited time t-shirt collection, BAIT x Gears of War, with Seattle boutique BAIT.
If consumers attended PAX West they could score their first Rockstar Energy Gears of War 4 collectors cans at a variety of locations:
Friday September 2nd at the Penny Arcade “For the Watch” Gears of War 4 event
September 2nd – 5th at BAIT Seattle
September 2nd – 5th the Rockstar Energy street team in downtown Seattle near PAX West
Finally, fans of the artwork could download desktop wallpapers for their PC, tablet, or mobile device from xbox.com.