MtG x FOTL
This project was a multi-stage, multi-week collaboration with my college course and the Creative Team at Fruit of the Loom. The team tasked us students to create a fake brand partnership with a company of our choice to create a successful product that would appeal to a demographic of men ages 18-35. I chose a company I loved and thought would be a nice, outside-the-box pick: Wizards of the Coast, the company that makes Magic the Gathering.
The reasoning for my decision to choose a company like Wizards of the Coast was because I thought the idea of character based marketing aimed at a more adult demographic was a relatively unexplored avenue, at least for Fruit of the Loom and similar brands. WotC has a plethora of colorful and diverse characters that I envisioned being great poster-people to promote underwear or other products. To demonstrate, I took one of their flagship characters, Teferi, and used him as the focal point of my project. The above photos break down the stages I took to get him to the stage he was at in the final mockups.
But even beyond characters, I thought the other forms of art could be well utilized. There are very few instances of high quality underwear featuring artwork that gets aimed at adults. Large companies rarely make products like this so I thought I would try and pave a way into a new market by utilizing some of the Magic the Gathering landscape artwork to feature on a set of five pairs of Men’s boxer briefs.
The project specified that we were to make a marketing campaign of sorts to promote this concept. This campaign included: custom product designs (the underwear), a product mock up (the underwear box), a website landing page, a poster design, and an in-store merchandiser, all which was to be presented in a briefing (which any interested parties can view here). The process went through several rounds of revisions but the images above are what my final products were at turn in. I found this project to overall be extremely fun and challenging in its own ways, but simultaneously open-ended enough for me to make something that felt unique. One of, if not the most, rewarding projects from my time at Western Kentucky University.