Iron Maiden x MTG Promo Video
When Hammer Creative approached us about a video announcing a “major collab between a beloved heavy metal band and popular card game”… we were. Locked. In.
& Once we learned it was Iron Maiden x Magic the Gathering: Secret Lair… we screamed, dusted off the ol’ leather pants from high school, queued up a playlist, and got to work.
Hammer had sold through a concept of Maiden’s mascot Eddie crashing a spooky late-night MTG card game. Only criteria: make sure Eddie looks COOL AF 🔥
With just five weeks to bring it to life, we chose to lean into a graphic-novel approach—building detailed design frames first, subtly bringing them to life, and powering it up with cel-animated finishing touches. Shoutout to Hammer for the killer VO / audio mix partnership.
& Once we learned it was Iron Maiden x Magic the Gathering: Secret Lair… we screamed, dusted off the ol’ leather pants from high school, queued up a playlist, and got to work.
Hammer had sold through a concept of Maiden’s mascot Eddie crashing a spooky late-night MTG card game. Only criteria: make sure Eddie looks COOL AF 🔥
With just five weeks to bring it to life, we chose to lean into a graphic-novel approach—building detailed design frames first, subtly bringing them to life, and powering it up with cel-animated finishing touches. Shoutout to Hammer for the killer VO / audio mix partnership.
Our video premiered live at MagicCon: Atlanta and dropped on MTG and IM's Instagram — 33k likes and counting (not that we’re keeping track 😉)
Process
Credits
Agency: Hammer Creative
Client: Iron Maiden, Magic the Gathering: Secret Lair
Creative Director: Louie Jannetty
Art Direction: Addy Tan, Celia Hsu
Producer: Cheyenne Capri
Production
Design: Renaud Lavency, Addy Tan, Kevin Chiu (support)
Animation: TJ Sochor, Celia Hsu
Cel Animation: MingChieh Chang (lead), Emory Lin (support)
Music &SFX: Hammer Creative
Produced by Black Math
Executive Team: Jeremy Sahlman (ECD), Evan Fellers (CEO),
Alexandra Williams (EP, Boston), Stephanie Rabins (EP, New York)
Alexandra Williams (EP, Boston), Stephanie Rabins (EP, New York)
