A norse inspired Magic the Gathering Expansion reimagined for social.
Magic the Gathering: Kaldheim
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.
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.
The 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
Delivered a fully native Instagram campaign for a major expansion
Helped deepen fan interest in the world and new mechanics before launch
Created visually distinct animations, stories, and panoramic formats
Sparked positive reactions and community conversation among players
Reinforced Magic’s reputation for high craft world building on social