moonspell magic
MOONSPELL MAGIC BRAND LAUNCH
Monster High spin-off brand
rooted in individual qualities strengthening the group when harnessed together
practicing together (check dcv write up)
friendship is the strongest power, together powers are stronger
responsibilities: brand narrative, visual branding development, (pull from polly & mh rebrand write ups)
design production support: logan lebuis
THE COVEN COMES TOGETHER
The witches of Moonspell High are beyond hexcited to find their coven mates. We'll meet each of the new witches in their own spaces, where we focus on their individuality and see their varying powers shine. As they each arrive at the school, our core five comes together as a group to discover that their magic is more powerful when practiced together. We continue on throughout their first day of school as they start to build and discover the power of their coven together. These Moonbeams are strong individually, but when they bring their powers together, they form a circle that shines extra bright. As we join our conjurers, we'll get the sparkly, ethereal witchy girl vibes that give off elevated whimsy and make every space shimmer with Moon Magic.
The spot itself will be have a soft, dark glowy vibe, filled with magical elements, and twinkly flourishes that will drive the magical thematic. Smoky transitions and lit-from-within graphics will align to highlight key moments, features, & details.
SHOT THOUGHT STARTERS
2 stopmo shots
Multi colour backlit doll silhouettes
Magic towards camera, transition?
Overhead shot of coven circle
Jump/match cut of dolls each holding their cauldrons as we see the moon element float up out of the cauldron
OR whip pan through tight portrait framing of dolls in coven circle (as though the camera is in the middle of the circle)
POV hand (tbd – claire?) transitioning us from her individual scene to the main school area
MYSTIC MEETUP
It's a new school year, and the freshman conjurers of Moonspell High are searching for their core coven. We open with [hero character – Claire?] entering the halls & watch as she moves through the school, meeting her new coven-mates who introduce themselves, demonstrate their powers, & join her on her journey. In the shadow of the moon, the new Moonspell witches coming together to cast a spell, showing that their magic is more powerful when used together. The vibe is cool-girl witchy pop, the energy is confident, and the core message highlights the power of the group. Our witches find that their differences & different abilities are what make them special solo, but also what makes them more powerful together as a coven.
The spot itself will be have a soft, dark glowy vibe, filled with magical elements and energetic flourishes that will drive the witchy thematic. Smoky transitions and lit-from-within graphics will align to highlight key moments, features, & details.
SHOT THOUGHT STARTERS
2 stopmo shots
Doll fan out profile shot to show group together & highlight their face detail (young miko ref)
Backlit colour halo silhouettes (cat ref)
OR Moonlight doll silhouettes, Silhouettes on block back lit solid colours (cowboy bebop ref)
Use moon phase animation to transition from doll to
doll headshot.
Overhead shot of coven circle
Character intros on individually themed moon, that their sitting on/interacting with
NOTE FROM ANN: may want to move away from Neon as that feels more KPDH
THE COVEN COMES TOGETHER
The witches of Moonspell High are beyond hexcited to find their coven mates. We'll meet each of the new witches in their own spaces, where we focus on their individuality and see their varying powers shine. As they each arrive at the school, our core five comes together as a group to discover that their magic is more powerful when practiced together. We continue on throughout their first school day as they start to build and discover the power of their coven together. These moon beams are strong individually, but when they bring their powers together, they form a whole that shines extra bright. As we join our conjurers, we'll get the sparkly, ethereal witchy girl vibes that give off elevated whimsy and make every space shimmer with moon magic.
The spot itself will be have a soft, dark glowy vibe, filled with magical elements, and twinkly flourishes that will drive the magical thematic. Smoky transitions and lit-from-within graphics will align to highlight key moments, features, & details.
SHOT THOUGHT STARTERS
2 stopmo shots
multi colour backlit doll silhouettes
Magic towards camera, transition?
Overhead shot of coven circle
Jump/match cut of dolls each holding their cauldrons as we see the moon element float up out of the cauldron
OR whip pan through tight portrait framing of dolls in coven circle (as though the camera is in the middle of the circle)
POV hand (tbd – claire?) transitioning us from her individual scene to the main school area
Takeaway: I am obsessed with Moonspell Magic by Monster High – a mysterious circle of high school witches brewing up magic with spellbinding style!
Vibe: Magical, stylish, cool, and a little mysterious – leaning into age-appropriate edge
To Know:
Focus on driving narrative rather than item focused
Emphasize dolls playability and imaginative storytelling
Ensure witch theme is paramount and easy to understand
SETTING should take place in a high school (New dolls, new high school) w/ Celestial vibe
Highlight diversity on all fronts
Lean harder into the age-appropriate edge to drive relevance with older kids
Should feel different but within same Universe as MH
Tagline: “Moonspell Magic by Monster High” (“by Monster” must follow “Moonspell Magic” legally. Tagline going through legal right now confirm to come 1/22)