For the release of Borderlands 4, we created a disruptive global campaign that invited fans to “Quit Earth.” The strategy was to lean into the franchise’s identity as the unpredictable “black sheep” of the shooter category, positioning the game as a cultural escape from the frustrations of everyday life. Because who doesn’t want to quit our planet lately?!

The teaser phase kicked off with cryptic “Quit Earth” billboards and posters across LA and New York, including a massive vertical billboard in the heart of Times Square. This mystery-first approach fueled fan speculation and lore decoding, sparking organic buzz that spread well beyond the gaming community.

On September 12, launch day flipped the script. The “Quit Earth” OOH revealed Borderlands 4 as the force behind it all, paired with citywide takeovers in Los Angeles and a show-stopping activation at the Las Vegas Sphere.