Magic The Gathering - Brand

For the uninitiated, Magic The Gathering is a hugely popular fantasy trading card game with around 35million players worldwide and so many different cards Hasbro have lost count of the total number themselves. 

The Magic team tasked me with creating the content for their latest brand acquisition campaign with the goal of shifting perceptions of the game and attracting a new audience.

Drawing on the insight that the true enjoyment players feel from the game is the ability to take on and develop a character, I concepted and scripted “Gather Your Greatness”. 

This story focuses on the blurring between the real world lives of our protagonists and their Magic personas with a dash of comedy for good measure.  

After months of planning, script re-writes, looking into the feasibility of hiring a wolf and last minute location issues, this idea finally came to life with our team on location filming in Manchester. 

The production itself was no mean feat, including building sets for a gym and supermarket from scratch, over 30 cast members and a significant amount of pyrotechnics.