The Borderlands 4 “Quit Earth” campaign, dreamt up by Battery, has been making waves this week, thanks to a mysterious global rollout that had fans guessing right up until the big reveal — and some jaw-dropping creative work that proves video game marketing is playing in blockbuster territory.
Last week, cryptic “Quit Earth” billboards and posters started appearing in cities worldwide—no logos, no context — just two words that sparked a tidal wave of online speculation. Within days, the mystery lifted as the placements were swapped out to reveal the official invitation to Kairos, the new world of Borderlands 4. Suddenly, gamers knew: one of the year’s most hotly anticipated games was on its wa
The campaign’s big pivot came with the release of the Quit Earth live-action trailer, directed by Justin Benson and Aaron Moorhead (Loki, Moon Knight), lifelong fans of Borderlands themselves. The :90 spot doesn’t just tease the game — it throws viewers headfirst into a surreal, mayhem-fueled adventure using miniatures, puppets, stop-motion, and practical effects. Watch below:
“We got to mess around with a great creative idea, on one of our favorite games, with a ton of miniatures, puppets, and stop-action, with all our favorite collaborators. Like the game, making this was crazy fun,” said Benson and Moorhead.
Developed by publisher 2K with production support from SKUNK, the “Quit Earth” campaign is a bold reminder that Borderlands doesn’t just play in the gaming space, it reshapes it.
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