- Digital
- Social
Secret Lair
Secret Lair is where the obsession surrounding Magic: the Gathering meets an ever-changing cultural lens. With Secret Lair's constant drop cadence, we needed to create a scalable content approach that kept pace while making each drop feel completely unique.
One Playbook to Rule All the Worlds.
Our team of strategists, creatives, and producers worked together to develop a systematic approach so that every drop followed a three-phase content flywheel: educate before launch, eventize on the drop day, and engage after the release. With this approach, all assets—from motion and video to CRM and activation—were tailored to capture a specific release but also to frame it for a mass audience.
Back to School SuperDrop
This Superdrop spanned four Magic IPs and four partner collaborations—from pastel ponies to surreal eye art to cult simulation worlds; we used the back-to-school theme to connect otherwise unrelated drops. The range distributed attention, and each drop pulled in its own audience, aesthetic, and conversation.
We showed the overlap with collisions of taste and personality that happen when the community converges. This wasn’t about getting everyone to want the same thing; it was about capturing the electricity of everyone being there at the same time.
Viva MagicCon!
When Secret Lair created FIAB = Festival in a Box: a limited-edition Magic product released around each MagicCon, we treated it like a performance — staging it as the Rakdos show inside the wider FIAB and making Secret Lair feel like the headline act, not a bonus feature.
The Artists Behind the Cats
Who doesn't love cats? Fans love to reimagine and reinterpret the everyday, so we made our favorite feline the main character. The drop could have stayed at "Cats”, but we pushed it a step further by showcasing the artists front and centre. The cards became a mini gallery of cat interpretations, giving the community something to debate, share, and obsess over.
Mood Swings
A brand new card game from the mind behind the color pie. Mark Rosewater spent years shaping how Magic sees the world. Mood Swings came from that same foundation, building on the same philosophy and way of thinking but expressed in a simpler, faster format.
By combining a content system with a drop-specific creative, we turned every release into a moment that was worth paying attention to.