PORTAL

Magic: the Gathering - Wilds of Eldraine

In short

We're used to working with high profile IPs. From sci-fi and fantasy heavyweights like Star Trek and Warhammer to child favourites like the Moomins - we've established a reputation as a team with the ability and sensitivity to handle projects with the biggest brands in entertainment. So, we were delighted when Generation Media actively sought us out to collaborate on another huge IP - the world's most popular trading card game - Magic: The Gathering.

Deliverables

Video ad suites

Layered Key Art

Static Images

Deck building

Magic is the original collectible card game. Designed by Richard Garfield and first released by Wizards of the Coast in 1993, it’s attracted millions of dedicated fans worldwide. And it’s easy to see why: Simple to understand but hard to master gameplay, in-depth lore, gorgeous artwork and the irresistible pull of perfecting your deck. It’s a dream combination.

Regular expansions are the key to Magic’s longevity. There have been 97 (yes, 97!) released for the CCG, introducing new cards and mechanics that have kept the game fresh over three decades. The ninety-seventh expansion - Wilds of Eldraine - is where Portal’s story with the game begins.

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Making the magic happen

The Generation Media team required a suite of video ads to promote the release of Wilds of Eldraine on September 8 2023. The ads were to appear across a range of digital placements, including social media channels like Meta and the live targeting platform, Nano.

Our team took the unlayered images provided to them by our partner and skilfully created layered artwork that was both accessible and editable. Assets had been supplied in a 1:1 ratio so we took the time to produce 16:9 versions, perfect for our partner to use in future video content campaigns. Use of core motion graphic techniques allowed us to build an eye-catching suite of videos with both 15 and 30 second versions and in all kinds of funky ratios - 1:1, 4:5, 9:16 and 16:9.

Animation was key to creating a riveting viewer experience. Our team used the Puppet tool feature in Adobe After Effects to bring the newly created layered artworks to life. Clever use of camera movements produced a parallax effect, while the generation and manipulation of depth mattes introduced a subtle presence into the faces of key characters.

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Witch way to go

Getting the audio right was key to the success of this project. Wilds of Eldraine has a dark fairy tale, Brothers Grimm style. We wanted to match that with our video content, so our team chose dramatic music with a spooky edge to really emphasise the almost fairytale-esque atmosphere.

A voice over wasn’t included as part of this production, so it was important to make clever use of SFX to heighten the creepy vibe. We weaved sound effects - bats squeaking, crashes of lightning, vines crackling - into the soundscape to create an immersive audio experience without losing the distinction between music and effects. It all comes together in a complete package that perfectly complements the feel of the Magic expansion.

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