Borderlands 4

Every creative journey through a campaign is unique, but this one was a doozy. My adventures with 2K on the road to launch for Borderlands 4 started with a relatively straightforward ask to help  identify and fill gaps in their GTM rollout. 

By the time we were through, my team had sold in a disruptive twist on a Rage Room that took audiences by storm at the Vans Warped Tour and Pax West, crafted a branded mini-campaign centered on a partnership with global megastar Zayn of One Direction fame, and closed a critical pre-launch gap with Gen Z with an unhinged  TikTok campaign that leaned into the game’s “Break Free” mantra.

Read the Rage Room article.

BORDERLANDS 4 TIK TOK CONTENT

10.2M+ Social Content Views
152M Total Social Impressions
18.3K Original UGC Posted
142K+ Total ENGs

We put TikTok at the centre of 2K’s social campaign, developing compelling and bespoke creative that leaned into the platform’s unique culture, humour, and trends. 

By blending cinematic visuals with short-form storytelling and tongue-in-cheek character moments, we created a steady stream of content that felt authentic to the community while amplifying the game’s signature chaos.