The challenge
Magic: The Gathering had a product designed for people who have never played: the Magic: The Gathering Foundations Beginner Box. The point was to show that the game is for everyone, even people who have never been into collectible cards. It needed a language that could speak to generations far apart, with a simple, inclusive message.
The idea
We took Magic: The Gathering where cards are already a ritual: the table of a neighbourhood bar, between briscola and burraco. In the spot, shot at the Osteria del Biliardo in Affori, a group of young and old people follow a game that looks like any other. Then it turns out that at the table a regular customer and Kid Yugi are playing Magic. An Italian ritual becomes a moment of discovery and dialogue between generations.
The result
We led the creative direction of the campaign, from developing the concept to scouting the talent and supervising the whole project. The 60-second film was produced by The Dino Stories, who brought out its warm, authentic atmosphere.
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