Secret Lair: Life Breaks Free
Brand Collaboration Card Set
To celebrate Jurassic Park’s 30th anniversary, this collaboration with Magic: the Gathering dialed up everything fans love about the classic film franchise. Developed with art director Vic Ochoa and illustrator Dan Mumford, these cards maximized bold dinosaur art alongside iconic park aesthetics to evolve on fan expectations while staying undeniably Jurassic. We spared no expense.
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Thomas Roach
Art Direction, Graphic DesignVic Ochoa
Creative DirectionDan Mumford
Illustration
Opportunity
Having been 30 years since Jurassic Park stomped its way into the cultural zeitgeist, these scaly giants had evolved into a massive media franchise and created dinosaur fanatics around the world. The player base of Magic: The Gathering was no different—dinosaurs had become one of the most beloved creature types since being introduced into the game.
Challenge
However, this popularity came with it's share of challenges. Magic was going big on dinosaurs during this time—both as part of the newest set's in-game universe as well as a larger partnership with Jurassic World. As a limited edition release set, we needed to find a way to differentiate ourselves from the crowd and close out this prehistoric period with a bang.
Strategy
Partnering with artist Dan Mumford (an artist known for his bold colors), we developed a visual aesthetic that leaned into a space that the other cards hadn't: the massive world of in-universe park design styles. With 30 years of material to choose from, there was a lot of ground to cover. Research involved exploring everything Jurassic, from theme parks and merchandise to video games and publications.
We also took a pulse on pop culture, gaining insights as to what fans perceived as the most emblematic styles of the franchise.
Results
From the initial reveal, this set dominated chatter across all social platforms and blew sales well past initial projections. As the first Wizards of the Coast partnership with NBC Universal, this release's success paved the way for future collaborations.
Reveal Trailer
Secret Lair team members Emily Floyd, Daniel Ngyuen, and more share a first look at "Life Breaks Free" alongside the full contents of the 2023 Secretversary Superdrop.