Black Line Studio was part of the Gears of War 3 Release Party at the Hoxton this past weekend.

Our Airbrush ladies painted 'COGS' and logos on fans throughout the day....

At 2:00 pm Sunday, the line up around The Hoxton was literally spilling out onto the street with eager fans anticipating one thing and one thing alone: Gears of War 3. One of the most anticipated games of 2011 and Microsoft Studios' key launch of the year, Gears of War 3 releases this Tuesday, September 20th and Xbox Canada threw not just a party but a concert in its honour.

Those who completed the recent viral campaign and gained V.I.P. access to the event got first dibs on advancing through the crowds, gaining admittance eight at a time. Once inside the venue a themed T-shirt and do-rag were handed out and the gamers were ushered over to several large TV's complete with Gears of War 3 and Gears of War 3 Limited Edition Wireless Controls for a match of local Team Deathmatch.

On to the venue, the lighting was dim and the sounds were loud as TV's everywhere showcased the game, the "Dust to Dust" launch trailer was projected onto a wall, and a stage was all decked out for a surprise band performing later this evening. Crimson omens were everywhere and all the event staff were walking around sporting face paint, wearing Kevlar vests, and carrying actual replica Lancer Assault Rifles that fans could hold and gawk at.

Food was also being served, fresh "Locust Meat" carved with cleavers made into pitas for all, and right next to the food stand was were Black Line Studio had our artists airbrushing Crimson Omens 'COGS' onto lucky fans. Right next to this at the back of the club in a very poorly lit area a sculpture artist worked with a real chainsaw carving what I believe were foam blocks into more Crimson Omens to further deck the place out.

Tokyo Police Club performed to cap off the event - this would be the first free concert Xbox Canada has done.

Simple, atmospheric, and fun, this was another great community event put together by Xbox Canada and their publicity partners. As always I'd like to thank them very much for having this event and giving back to the great Toronto and Canadian community, and for giving out some cool swag. Tuesday can't come fast enough as fans eagerly await for their own copy of Gears of War 3!

credit: JUXTAPOSE

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Gears of War 3 comes out Sept 20th, 2011.