Legendary tabletop and digital card game "Magic: The Gathering" has just mounted a new campaign that's heavily steeped in '90s nostalgia.
Helmed by multi-disciplinary production studio Golden LA and directed by Jordan Bahat, the re-released extended cut of "Beginnings" is a tale that aims to inspire legacy players to share their love of the game with newcomers.
Each aspect of the project, from initial ideation to script development, production, post, and finishing, was handled by Golden LA.
The '90s-themed campaign also includes two separate spots posted on social media.
View this post on Instagram
"Beginnings" accurately depicts the spirit of eras past with immersive worldbuilding, accurate set pieces, and a rousing score.
In a statement, Bahat spoke about his own personal connection with the story, which has many parallels to his own childhood:
"We even shot at a few locations I grew up around. Everyone at the brand is a genuine lifelong fan of the game — and the game itself is built on world-building and storytelling — so they’re natural collaborators who bring inspiring ideas to the table."
He also emphasized the franchise's great significance to millions of fans, who have formed deep emotional connections with MTG over years of playing.
Meanwhile, Golden LA Managing Director Matthew Marquis highlighted the agency's holistic creative and production process, which clearly shows in the final result.
By delving into the heart of Magic: The Gathering and pinpointing what makes it so loved, Golden LA was able to craft a perfect tribute that highlights the power of brand storytelling.
A Nostalgic Beginning
Clocking in at over four minutes, the long-form spot takes viewers through the history of MTG from the perspective of a young boy in the 90s as he grows up with the game.
Opening with the protagonist as an adult, the spot sees him take a trip down memory lane when he hangs out with his niece to open some card packs.
A flashback takes him to a card shop from his youth, where he holds his first pack of MTG cards.
His journey continues as he forms close bonds, gains new friends, and joins wider communities through a shared love for the game.
View this post on Instagram
Eventually, he becomes a father and shares the digital game with his daughter.
Masterfully shot and directed, "Beginnings" is a touching tribute to a game beloved by millions all over the world.
Recently, Golden LA also reposted two other 90s-themed spots. "Magic Man" is another Bahar production that takes a more humorous approach to the game.
View this post on Instagram
Meanwhile, director Dimitris Tzoytzoyrakos crafted a spot in the style of a late-night infomercial.
As MTG takes a look back at its legacy, the retrospective highlights some of the brand's past wins.
Although video games are all the rage now, collecting physical cards is something that's still embedded in American culture.
Last month, trading card company Topps launched a rowdy spot starring a cast of NFL legends.
