Magic: The Gathering is infamous. The hardest game in the world. The only one Game Theory can’t crack. A game so deep, it’s been locked in hardcore subcultures for years. Hasbro wanted to change that. Make it feel open. Make it feel possible.

So we built a world where anyone could step in. A place where fantasy and reality blurred, where players could find their inner hero or villain. A bold shift for the brand, balancing new audiences with die-hard fans. My first project as Group Creative Lead at Havas Entertainment, and MTG’s first-ever European campaign. A full ecosystem across film, retail, POS, and in-store, designed to drive play and purchase.