Author : Mark
Date : Dec 21,2022
Creative directors are crucial to the success of Web3 projects.
Since they are in charge of a project's appearance and feel and create a brand-new IP in the process, creative directors are crucial to the success of Web3 projects. Web3 culture is still in its infancy and can be thought of as a succession of "metas" or trends, with every successful "meta" sparking a large number of copycats.
The stakes have progressively increased over the last two years with each expensive celebrity endorsement, fashion brand relationship, in-person participation, and actual product. Curation that reflects current cultural trends is necessary in order to draw in and engage community people with art.
Developing a visual language that is cohesive and consistent is one of the main responsibilities of creative directors. Additionally, they have to deal with Web3's brief feedback cycles. The co-founder and creative director of the well-known NFT project Cool Cats, Clon, wants the Blue Cat figure to continue to influence many people long after he is gone. There is a lot of pressure to launch the "correct" product as the Creative Director of a young, trend-setting Web3 firm. To advance the audience as a whole, it comes down to being true to myself, the brand, and our community. Clon explained that the Cool Cats team frequently spends months creating new content because "it's impossible to set a timeline on inspiration. You have to experiment and be willing to try out different ideas to uncover that creative spark. This year, his highly praised Cooltopia performance at NFT.NYC demonstrated the team's creative workflow.
Shinsei Galverse is just another outstanding NFT endeavor. Emi Kusano, a Japanese pop singer, and Ayaka Ohira, a creative director, are in charge of it. The project's ultimate goal is to create an anime with Galverse NFTs as its main characters that is owned by the community. The "gyaru(gal)" in the Galverse is a reference to Japanese youth culture, but rather than translating it directly, Kusano sublimates the badass and optimistic aspects of the culture as art. Kusano wants to explain to an international audience what anime was like in the 1990s through this use of both nostalgia and futuristic art. The team is also investigating the possibilities of AI tools in reference art production. NFT owners who shared their AI-generated Galverse creations in Discord served as Ohira's inspiration. She claimed that the digital images were so accurate to her conception of the Galverse that she intends to deploy AI in the future.
Their digital habitats must be visually appealing for NFTs to become valued avatars or game elements. During the creation process, it is necessary to add life to characters, props, and the architecture of virtual cities. The Chief Product Officer of Genopets, Benjamin Tse, breaks out his creative approach into three crucial steps: feeling, thinking, and speaking.
To be more precise, this requires Tse to "introspect, intuit, and empathize with what the customer persona wishes and their motivation for desiring it," commit to making the discovery real, and then convey his vision to the creative team. The multi-sensory 3D gaming and video content that Genopets is known for, according to Tse, is not only "the most effective way to capture attention," but it also serves as a source of inspiration for his team because of "pride of craftsmanship and the desire to share what we're proud of making." He says that although investing in 3D is an expensive gamble, doing so effectively boosts a company.
The biggest challenge a Creative Director will have to deal with is probably building the virtual environments that will act as the metaverse's gathering places. By using excellent artwork and a compelling brand language, art teams may be able to attract more customers to Web3, while also experimenting with new technology and design strategies.
For me, acquiring new tools and embracing technology that can help level the playing field for creators is what unlocks superpowers in my profession, says David Stamatis, the Creative Director behind PUMA's most recent New York Fashion Week presentation and the PUMA BlackStation metaverse.