Web3 Creatives Share What’s to Come from the New Tech

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    Thinking about the future of innovation, including incorporating concepts such as decentralization, blockchain technology (the combination that makes up the metaverse), and token-based economics, is a lot to think about. Moreover, as AI is implemented in different areas of his Web3, digital experiences are adapting and advancing much faster than before. With so many thoughts on what’s to come, we asked his Web3 subject matter expert his three questions and asked him to share his answers.

    1. Where are the most exciting creative opportunities in the Web3 space?

    2. How do you navigate between the hype and the real McCoy?

    3. What is your dream Web3 project?

    Nisna Mahatani, LBB; Alex Hamilton, Head of Innovation, Dentsu Creative; Morten Gulbak, Global Executive Creative Director, Virtue Worldwide; Burton, Yasufumi Arikawa, Executive Creative Director of Geometry Ogilvy Japan, Rosie Copeland, Strategy Director of Unit9, and Francisco ‘Pancho’ Cardenas, Head of Digital Strategy and Integration at LERMA/ I will tell you.

    [Duolingo Roblox campaign by Media.Monks’ Brett Burton]

    LBB> Where are the most exciting creative opportunities in the Web3 space?

    Alex> web3 The most exciting use case for web3 is tokenized loyalty. Using tokens to drive new consumer behavior and build new incentive structures should, over time, reinvent the way brands think about rewarding their customers.

    A second, broader opportunity area concerns how brands can use gaming technology to build more immersive and ownable brand experiences. In my opinion, the game designer is the new architect of her web. From experience design to 3D to measurement, what we’ve learned or will learn from games will influence how we build brand experiences for the foreseeable future.

    Morten> In-game activation. Metaworld’s “The Otherside” (meta-RPG) recently drew a staggering 40,000 virtual attendees to his housewarming event. The Otherside offers a unique and ever-evolving experience co-created with players, and we look forward to co-creating with brands there.

    Brett> I get excited about projects that are fun, innovative, and of real value. The hype and cryptocurrency gold rush focused on the wrong things. The average person isn’t interested in cogs or market value, they just want fun experiences, cool stuff, and real connections.

    Yasushi> Web3 aims to be decentralized, decentralized and user-driven. However, in order for Web3 to become mainstream, it is essential to further evolve and promote Web3 services and solutions as essential elements in daily life, just like Web2.0 SNS. It is important to continuously disseminate and establish content and services that utilize the Metaverse and NFTs, promote the creator economy related to Web3, and make them a daily occurrence. In order to shift our lifestyles from Web 2.0 to 3.0, we will focus on technological innovation to establish communication, such as platform communication that solves the problem of simultaneous connections in the 3D world, and cloud rendering platforms. it is essential to Will update further.

    KDDI’s αUis a Web3 and Metaverse service solution brand launched in March this year by KDDI, a major Japanese telecommunications company, aiming to become the mainstream of next-generation telecommunications. We provide a variety of service solutions, including NFT wallets and markets, metaverse centered on audio distribution, digital twin commerce services, and interactive live entertainment distribution using cloud rendering. A concept created for the launch of the brand. His movie features a combination of several generative AIs such as Mid Journey, Stable Diffusion and Runway Gen1. He expresses four illustrations in animation and asks whether the world is beginning to become one without drawing the line between the virtual and the real. With the cooperation of AIGenerate and Australian production company T&DA, this work, created with VFX sensibility and human judgment, makes you feel the transition to a new era, including the production process.

    Francisco> The big opportunity is to self-regulate and build truly independent communities that connect through passion and love for a story, a cause, or a brand. As an agency, marketer and brand, we are still trying to find the true foundation and home of these communities. What is the ecosystem and user experience? Ultimately, message customization may be realized through a tokenized consumer presence, giving brands the opportunity to deliver truly unique and customizable experiences. I’m excited to see how it impacts existing communities like AMEX, Starbucks and airline reward systems. What do all these people have in common besides their love of the brand?

    [The Otherside as mentioned by Virtue Worldwide’s Morten Grubak]

    LBB> How do you get between the hype and the real McCoy?

    Alex> I’m trying to get inside the technology and find use cases related to it. People expect everything now and need to realize that it will take another decade to realize the true potential of some of these technologies. Perseverance and analytical skills help us as a team break down the hype and unearth the gems that help us do great work for today’s clients.

    Morten> From meta FOMO to JOMO. All the tourists are gone.

    But what survived were the projects that brought real value to people’s efforts. To uncover their true value, it’s important to look for storytelling within them. This is an important and often overlooked factor in many failed projects.

    Brett: The real McCoy is cool, even minus the technology and the speculative market. If it makes someone happy, it’s real.

    Yasushi> In the current situation where the exposure and interest in use cases such as demonstration experiments and trial videos is increasing, there is still a need for many people to understand the world of Web3, except for those who jump into that area. There are still many areas of discussion, such as the creation of rules for copyrights and generated digital output, and the development of NFTs centered on investment, but they are areas that require further refinement. But I think in his Web 2.0 era he feels the same way he did when P2P came along and sees no reason for many companies to stop this evolution.

    Rosie> When will brands stop creating “metaverse” projects for PR headlines and actually leverage the technology behind this concept to drive strong storytelling and create valuable utility? , I’m so looking forward to it. This possibility is very exciting as it offers brands a whole new playground and the ability to reach new audiences and subcultures around the world.

    I find it amazing the fact that brands are becoming more conscious of their efforts and adopting a ‘think before you build’ approach when creating in this space. That’s where the breakthrough experience begins. Technology should be a means, not an end.

    I think the most exciting creative opportunities are when we use technology to solve real-world problems or tell stories in more engaging or meaningful ways. Look at Travis Scott in Fortnite. That was in 2020, but in my opinion this is still one of the best examples we’ve seen. why? The solution tackles a real-world problem (no IRL concerts held during lockdown), taps into subcultures, understands its audience, tells stories in engaging and innovative ways, and is the most Because it provided access to unfamiliar worlds and experiences. Before. (Rosie’s work includes:) nike crypto kick)

    Francisco> Lots of hype and sometimes little action. As an industry, we need to identify what is real and what is fake. The only way is to build, test and observe to see if consumers find utility and value in what we offer. Our industry is naturally revitalized through hype, optimism, and anticipation, but if you want to find real answers about what sticks and what doesn’t, get real is needed. The challenge is convincing the client of the value of taking this approach.

    [Vodafone’a  AR game ‘Elf and Seek’ and Kelloggs’ Pop Tarts Blankos metaverse by Dentsu Creative’s Alex Hamilton]

    LBB> What is your dream Web3 project?

    Alex> I want to work on DAO [decentralized autonomous organization] A project with a brand. DAOs can be powerful tools to advocate for communities and promote ownership, but so far few projects have actually lived up to their promise. To me, the concept of a DAO overturns conventional business thinking about how a company should be owned and operated. This is an innovative idea that adheres to all web3 principles.

    Morten> My dream Web3 project involves seamlessly integrating meaningful AI into the metaverse experience. AI continues to gain momentum as a hot topic and has always been an important aspect of the metaverse blueprint. However, in the past, these two concepts were often discussed separately without recognizing their mutually reinforcing potential.

    Brett> I don’t have a specific dream project, but it’s always fun to work with great IP. I also love things that are unexpected and have real community value. The collections I did with Gucci and Cool Cats, and the crazy metaverse invasion I made for Duolingo are examples of ticking those boxes.

    Yasushi> Until last year, web3 attracted market interest with the Metaverse and NFTs. Yet the communications revolution that web3 will bring will be further accelerated by the advent of generative AI this year. What I am most interested in is the participation of more people through the provision of content and experiences that make us feel new values ​​beyond human common sense, such as virtual humans/pets/IPs created by bots and generated AI. It’s about creating community. I am looking forward to a future in which diverse values ​​take shape and it becomes commonplace to communicate with machines that transcend humanity on a daily basis.

    Rosie> I think the key is building utility or telling a great story. When new technologies come out (as we are seeing with AI now) there is a lot of fear and panic, but it would be great if we could work on a project that shows how these technologies can be used for good. prize. I want to build a Web3 experience within the music industry that leverages technology to democratize creativity and provide a platform for underrepresented people. I love the idea that a 15-year-old boy can make better music in his room than maybe half the charts. Combining new waves of creatives with established creatives and even AI to develop new production methods would be pretty cool.

    Similarly, it was very exciting to work with a very traditional company or organization that is often thought to be stuck in their ways, but in reality they are completely rethinking their services to offer new value and experiences. We are experimenting with technology to

    Technology is here and it’s happening. I think brands have a choice. Either innovate or be left behind. The key is finding the right partner who understands your business, your audience, your vision, and finds exciting solutions to future-proof your brand.

    Francisco> About Avocados From Mexico, we have sought to build a community united through our shared love of the avocado and the value it brings to our lives. Energizing this community via the Web3 platform and philosophy has the potential to “tokenize” each avocado lover, giving them exclusive perks and benefits across retailers, regardless of which retailer they purchase their avocado from. You will be able to The opportunities for telling stories under such infrastructure are potentially endless.

    [KDDI’s αU as mentioned by Geometry Ogilvy Japan’s Yasishi Arikawa]


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