Brief
After a six-year hiatus, Borderlands returned with a new cast, villain, and story. Known for its rebellious tone, the franchise needed a launch to match. Our challenge was to create a bold campaign that would stand out in urban spaces, capture attention, and give both fans and newcomers a taste of the Borderlands world.
Idea
We brought the chaos of the Borderlands universe into the real world, transforming everyday moments, from the London daily commute to shopping on Berlin’s Kurfürstendamm, into extensions of the game world.
Execution
At Waterloo Station, we transformed the daily commute into an immersive Borderlands experience. Digital escalators became a Vault Hunter-hacked production line, a 16-piece travelator dropped commuters into battle, and a tunnel wrap recreated a desert battlefield. AR mirrors, Snapchat activations, and reimagined posters brought the iconic Borderlands world to life while driving engagement and in-game discovery.
