Borderlands 3
Where: Hammer Creative
Role: Art Director
Welcome to the wastelands.
To help launch Borderlands 3, the latest in the mega popular franchise, we crafted a high energy trailer featuring in game capture, cinematics and a healthy dose of in your face typography. I was the art director on this campaign and led the visual direction and language for graphics, animations and typography.
We explored a variety of designs and techniques. But our core thinking was always consistent: create a design system that felt modern, did not lean on “apocalyptic” aesthetic tropes and carried itself with a reckless abandon. As we built the design system, so to did we start finding the voice of the trailer and overall campaign.
Pure unadulterated, brash and unapologetic chaotic goodness.
Not content with just spreading mayhem digitally, 2K Games asked us to bring their unique brand of chaos out into the real world. For E3, we partnered with the talented folks over at Shapes and Forms to create a larger than life Borderlands experience. Using massive screens that wrapped around a large demo space, we created animations based on Borderland’s key art and cheeky references to some classic artists (Warhol meets nuclear apocalypse anyone?)
