Xbox touches up 'Gears of War' tattoos for new release

Short documentary screened at Comic-Con marks the debut of the franchise's latest installment

Loyalty endures. Tattoos fade. 

So to celebrate the latest installment of "Gears of War," the smash-hit Xbox franchise, Microsoft offered to retouch fading GOW tattoos fans had acquired over the years. Working with twofifteenmccann, the company produced a short two-part documentary that recently debuted at E3 and Comic-Con International. The film shows fans getting their ink refreshed and talking -- emotionally at times -- about what the game means to them. 

To prove his own devotion to the game and its fans, franchise co-creator Rod Fergusson is shown getting his first tattoo, as well.