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To gear up for the launch of the red-hot Xbox 360 title Gears of War, AKQA embedded gamers even deeper into the game's nightmarish reality through an experiential online experience that tosses them directly into Marcus Fenix's prison cell. Using the light of a single match, visitors explore various writings on the wall that unlock a series of embedded videos featuring game footage created by the Unreal Engine, CGI cut scenes and live action video—all of which build up the realism of the Gears of War mythology.