SL Secretversary Superdrop
In honor of the one year anniversary of Secret Lair, Wizards released an epic “Secretversary” Superdrop collection to mark the festive occasion. Secret Lair is arguably the elevated version of the Magic: The Gathering offering, so we designed it as if planning a classy, black tie party for fans to attend -- black and gold balloons, shiny mana symbol confetti, and cards on display on tiny easels as pieces of art fill the scenes amidst carefully placed display settings with stylized objects to match each unique set theme.
This new motif allowed us to evolve the entire SL visual system to the next level including high-end 3D product shots, new ways of displaying the cards and boxes in a space efficient manner, and developing a content strategy that was repeatable and configurable for future Superdrops to showcase each card set and bundle in the best light possible.
In the case of Secretversary, the diverse themes included metal bands, Bob Ross (!!!), faeries, squirrels, and a special narrative artist series from Seb McKinnon. Each product scene featured one or more stylized black and gold objects for additional flavor, which gave us lots of opportunities to lean into the stylistic and thematic nuances of the various sets.
We designed specific compositions for multiple use cases including storefront assets, social content, and paid media, among others. Sometimes these also existed as gravity-defying, floating compositions amongst the balloons, which let us add even more variation into the way the product was shown.
We also put together a series of visually different social posts to break up the content feed and highlight some of the sets. Our favorite part was the chance to work with photos we received from the Bob Ross estate and composite one of his land cards onto his canvas.
Client: Wizards of the Coast
Project focus: design + visual identity + animation