For Past, Present, and Future Magic Players
The Magic: The Gathering Foundations set presented the design team with a unique challenge. Unlike other standard legal sets, Foundations is meant to be relevant in-game for a longer period of time.
A Consistent Assortment
Compared to other releases, where the design team delves more into the art and story of the set, in Foundations, it is the tone and design angle of the expansion where the product line truly shines.
From the minimalistic lines & iconography to the subtle blue to purple gradient, every product fits within its own lane to create a synergistic product offering.
A Timeless Campaign
The creative direction for the marketing campaign needed to be as monumental as the set itself. A campaign that leads evergreen for a product family that will last longer than usual on shelves.
Nothing is as relevant, or as timeless, as a classic game of 1v1 Magic. For the marketing creative, we are featuring a game between two friends, showcasing the product line as they duke it out on the battlefield.
Our approach here draws on the purple and blue that signifies the Foundations set, marking each player with their respective color as their game cuts from scene to scene. In the end, we see these colors come together as the whole product line is revealed, a way to show harmony, and the friendly rivalries that have built the foundation of Magic: the Gathering as an icon in the gaming industry.
Shoutouts: Nolan Englund (Video) • Ken Pilapil, Jaime Lee, Danielle Ussery, Xavier Russell (Design) • Dekan Wheeler, Justin Cole (Product Management)
Artwork featured is the property of their respective owners. No copyright infringement is intended, and all rights are reserved by the original creators.