CHICAGO — Sonixphere (www.sonixphere.com) recently transformed combat dialogue into a funky original song for a multi-platform campaign that promotes the launch of Gears of War 3. Conceived by The Richards Group, Dallas, the campaign launched nationally on television and simultaneously online in video pre-rolls and in stores.

The song that Sonixphere created is derived from dialogue drawn from the game itself. Greg Allan, CEO/creative director of Sonixphere, which launched last August, says the studio manipulated spoken words into sung elements. “Our goal was to create an urban song with a pop feel that was in keeping with the personality of the Gears of War brand and would speak to gamers,” he notes.

The Richards Group worked with 3008 partner/editor Brent Herrington on selecting game footage and assembling a :30 rough cut. The Sonixphere team flew to Dallas to work on-site and based on the rough cut, created a click track. They then began developing a catchy song from the dialogue. 

Game dialogue, including the phrases “go baby go,” “boom, baby,” and “that was beautiful baby,” were processed into musical hooks. A final tempo was chosen, and the final sung phrases were dropped into a beat-driven track that Sonixphere composed from scratch.

Mark Sullivan at 3008 handled the online and Matt Cimino performed the final mix.