For decades, the magician archetype has captivated minds with a unique style of expression that can be seen in both cultural figures and iconic brands. The magician archetype is also known as the healer. Brands that fall into this archetypal category are dedicated to bringing dreams to life, sparking imagination and transformation.
One of the key attributes that separates the magician archetype from other similar archetypes is the sense of wonder that blends creativity with mystery. It is more focused on extraordinary experiences. The magician is both wise and creative and can create a sense of mystery. This archetype is very popular among film and media companies or brands that are more experiential.
The Magician Archetype In Film
The Magician archetype can be seen in film through Harry Potter who is played by Daniel Radcliffe. After a phase of self discovery his life goes through a radical transformation and goes from the mundane to the extraordinary.
“I make magic happen”
DESIRE: To Leave A Mark on the World
PERSONALITY TRAITS: Visionary, Innovative, Intuitive, Transformational, Dynamic, Mysterious, Insightful
EXAMPLES: Walt Disney, Pixar Studios, Polaroid, Gaia, Dreamworks, Adobe, Pepsi, Ferrero Rocher, Coca Cola
Examples of the Magician Archetype
Brands that fall into this category usually express these qualities through immersive experiences, commercials, visual design and messaging. Below are 5 examples of Magician archetype brands as well as how they use video commercials to tell their story in a unique way.
1.) Dreamworks
Dreamworks Studios is known for their ability to create immersive experiences through their films that combine cutting-edge animation and engaging storytelling that captures the hearts of both children and adults. They are credited for films like Shrek, Transformers, and War of The Worlds.
In just a few seconds, their intro video captures the essence of their brand’s ability to create experiences that transport viewers into another world.
2.) Ferrero Rocher
Ferrero Rocher is known for their rich variety of luxurious tastes, wrapped in elegant gold packaging with a distinct shape. Their brand is often associated with adding a touch of magic to the special moments of our lives that we share. Through this commercial they spark the imagination of viewers by using metaphor and mythology to portray the experience of their tasty flavors.
3.) Pepsi
Pepsi is a globally recognized brand with a long history, but through their commercials they have been successful at staying modern and fresh to speak to today’s consumers. In this commercial, they emphasize the magical moments of sharing a Pepsi during special occasions.
4.) Adobe
Adobe is another brand that revolves around creativity and wonder. Through their commercials and products, they try to inspire people to push the boundaries of their creativity. This campaign called “Fantastic Voyage” is a visual expression of their brand’s ethos. Adobe can be considered both a Magician and Creator brand.
5.) Disneyland
Disneyland is the classic Magician Archetype brand. They are focused on creating magical experiences that push the imagination of young minds. This commercial is a perfect expression of the essence of their brand. It tells the story of a young duck that aspires to one day meet Donald Duck at Disney.
In conclusion, the Magician brand archetype is about opening people’s eyes to new possibilities and inspiring people to go beyond the ordinary. This allows the brand to tell its story in the most impactful way that inspires others. If you found this article to be insightful then you may also enjoy a previous one on The 12 Brand Archetypes.
2 Responses
NIce breakdown of the magican archetype in branding, Eddie. I’ve been familiar with the archetype for some time now but never considered its role in branding. Nice work!
Sure I hope this new perspective sparked some new thoughts for you. Thanks for reaching out