A norse inspired Magic the Gathering Expansion reimagined for social.
Wizards of the Coast | 2020-2021
Where We Started
Kaldheim was Magic The Gathering’s new expansion set rooted in Norse mythology, Viking inspired lore, and heavy metal energy. Wizards of the Coast wanted a social campaign that could introduce the world of Kaldheim in a way that felt fresh to longtime players and exciting to a younger audience. They came to our team because of the fandom driven social work we had done for Arby's and asked us to bring that same understanding of internet culture to Magic’s launch.
The Idea
Build a world reveal that felt native to social behavior. We used channel specific formats to tell stories, show off mechanics, and let players explore the realms of Kaldheim through experiences built entirely inside Instagram. Each activation brought a different part of the world to life using platform native features, custom animation, and interactive storytelling.
Panoramic Views of the Realms
We used an Instagram gallery hack to create seamless panoramic views of each of Kaldheim’s ten realms. Each post read like a postcard from that world with subtle animations that brought the landscape to life.
Instagram Story Sagas
We used Instagram Stories to celebrate the return of Sagas by adapting each one into a multi frame narrative sequence. This created a native storytelling experience that matched how people already consume content online while highlighting character lore and bringing key themes of the expansion to life inside the platform.
Kaldheim Deck Generator
A reimagined version of a classic social generator. Users received two cards based on profile prompts like initials or birthday, then built a deck around them. Designed to appeal to strategic players and inspire deck building conversations.
Metal Theme Songs
Users voted on which metal track best matched the vibe of new Kaldheim gods. A simple but highly interactive format that highlighted character personalities and the set’s metal influence.
Interactive Pack Opening
A social native unboxing experience built for Instagram Stories. Users voted on which booster to open, then saw each card revealed frame by frame. Special foil cards were re-shot using stop motion so fans could see the real texture and shine.
Lofi Channel Goes Metal
A metal themed version of the popular live Lofi channels. Card art and world elements were animated into looping scenes paired with metal tracks for hours of themed background viewing.
RESULTS
The campaign gave Magic players a new way to experience a world reveal and helped introduce Kaldheim to a younger audience on the platforms they use most. The activations generated strong engagement and created standout moments across Instagram.
Highlights
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Delivered a fully native Instagram campaign for a major expansion
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Helped deepen fan interest in the world and new mechanics before launch
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Created visually distinct animations, stories, and panoramic formats
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Sparked positive reactions and community conversation among players
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Reinforced Magic’s reputation for high craft world building on social
TEAM
Scott Hunt – Creative Direction, Concept and Filming
Hughston May – Concept, Filming, Art Direction, Design and Editing
Orin Heidelberg – Concept, Copywriting
Cameron Mendenhall – Project Manager