Hasbro wanted us to create an immersive microsite for their upcoming Magic: The Gathering card set, Scars of Mirrodin. This new set of cards featured artwork of large panoramic alien landscapes that the brand had never created before. We were tasked with finding a way to allow users to explore these landscapes while simultaneously learning about and socializing around the game’s new features, characters and story. Our mission was to build the most visually impressive and immersive blog the category had ever seen. We used the panoramic landscape art to created layered, 3D environments with HTML5 that the user could explore, discovering information about the game, its characters, settings and features along the way. Deep social media integration ensured that visitors could share any piece of content to any part of their social network instantly. Seamless integration with the Hasbro CMS allowed our client to frequently update content in a system they were already familiar and comfortable with.
In the short promotional period leading up to product launch, we received over 1 million views. This was done through organic word of mouth and social sharing with zero media investment. But the most impressive statistic by far is the over 30 minutes average time spent on the site.
In the short promotional period leading up to product launch, we received over 1 million views. This was done through organic word of mouth and social sharing with zero media investment. But the most impressive statistic by far is the over 30 minutes average time spent on the site.
Role: Creative Director & Managing Director, Silverfox
Responsibilities: Strategy, Concept, Creative Direction
Responsibilities: Strategy, Concept, Creative Direction
Art Direction: Michael Manny
