Secret Lair
Bringing Magic: The Gathering into new visual worlds with every release. We created a scalable design system that kept pace with each drop while making every one feel completely unique.
Thinkingbox
Social
2025
I had the opportunity to help bring the 2026 Secret Lair Drops to life, creating bold visual identities and experiences that celebrate the worlds and collaborations of Magic: The Gathering. This was a collaborative effort across designers, motion artists, producers, and creatives across Thinkingbox and Wizards of the Coast to bring these to life.
One Playbook to Rule All the Worlds.
Our team of strategists, creatives, and producers worked together to develop a systematic approach so that every drop followed a three-phase content flywheel: educate before launch, eventize on the drop day, and engage after the release. With this approach, all assets—from motion and video to CRM and activation—were tailored to capture a specific release but also to frame it for a mass audience.
Back to School Superdrop
This Superdrop spanned four Magic IPs and four partner collaborations—from pastel ponies to surreal eye art to cult simulation worlds; we used the back-to-school theme to connect otherwise unrelated drops. The range distributed attention, and each drop pulled in its own audience, aesthetic, and conversation.
We showed the overlap with collisions of taste and personality that happen when the community converges. This wasn’t about getting everyone to want the same thing; it was about capturing the electricity of everyone being there at the same time.
Festival in a Box - MagicCon 2026 Las Vegas
Cats are the Best Superdrop
Mood Swings
Role: Designer
Designers: Nicky Dolan, Liza Borissova, Helen Gu, Jarom Bradshaw
Group Creative Director: Jessica Luch
Creative Director: Kiel Cummings
Agency: Thinkingbox / The Heist
Client: Magic the Gathering