Magic: The Gathering Explores a Rich Mosaic of Memories in Nostalgic Spot

Magic: The Gathering’s latest campaign, “Beginnings,” leans into ‘90s nostalgia, following one man’s journey with the iconic tabletop and digital card game. Director Jordan Bahat of Golden LA has unveiled a new, extended cut of this poignant short film, offering a fresh perspective to this heartfelt story. Re-released just in time for the holidays, “Beginnings” invites legacy players to introduce the game to a new generation while reconnecting with their own roots.

This long-form ad tells the story of a boy’s connection to Magic: The Gathering from the mid-’90s to the present day - with the game featured across multiple milestones in a coming-of-age journey. After purchasing his first pack at a local card shop, Magic: The Gathering sparks friendships, connections, and community as our hero grows into adulthood, even sharing the digital game with his infant daughter. Jordan masterfully directs a large cast of actors, with some characters played by multiple performers as the story spans decades. The result is a comprehensive narrative, making “Beginnings” feel like a rich mosaic of memories.

Through cinematic nuance and naturalistic performances, “Beginnings” evokes a precise sense of place and time and is bolstered by an evocative musical score. Golden LA handled all aspects of the project from initial ideation to script development, production, post, and finishing, creating a holistic creative and production process for Magic: The Gathering and the larger team at Hasbro, Inc.

Director Jordan Bahat of Golden LA remarked, “I grew up in the same timeline as the story and loved personalizing this world. 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. It’s clear that Magic: The Gathering is much more than a game to so many, and I hope we were able to authentically represent the depth of connection fans have built with MTG.” 

“We are all film school dropouts in one form or another, so being asked and entrusted to tell an endearing story for a brand is a genuine highlight,” says Matthew Marquis, managing director of Golden LA. “As a company, we embrace the holistic creative and production process. It's always been Golden LA’s DNA, and being able to execute it on this level was both exciting and gratifying.”