Bored Ape Yatch Club: NFT Identity Kit
Project Overview:
While polarizing in nature the Web3/NFT/Blockchain movement drove media in a frenzy and caught the attention of the masses. Negative sentiment aside, brands began looking to the space to find ways to connect and reach this audience of gamers, collectors, meme aficionados and web3 enthusiasts. As the CHARTS+DARTS R&D lead, we could not ignore the conversations that were occurring as our rosters of clientele began expressing interest to explore projects and campaigns that would resonate with this audience, so birthed our “Web 2.5” offering. By thinking of ourselves as a talent agency of sorts, we represented Bored Ape Yatch Club owners and their NFTS and created identity kits that made their creative IPs attractive to brands looking for low-barrier of entry opportunities in the NFT space. The end result was a curated gallery of NFTs at our client disposal and heavy creative and concepting work to give BAYC nfts more depth beyond their face value.
While polarizing in nature the Web3/NFT/Blockchain movement drove media in a frenzy and caught the attention of the masses. Negative sentiment aside, brands began looking to the space to find ways to connect and reach this audience of gamers, collectors, meme aficionados and web3 enthusiasts. As the CHARTS+DARTS R&D lead, we could not ignore the conversations that were occurring as our rosters of clientele began expressing interest to explore projects and campaigns that would resonate with this audience, so birthed our “Web 2.5” offering. By thinking of ourselves as a talent agency of sorts, we represented Bored Ape Yatch Club owners and their NFTS and created identity kits that made their creative IPs attractive to brands looking for low-barrier of entry opportunities in the NFT space. The end result was a curated gallery of NFTs at our client disposal and heavy creative and concepting work to give BAYC nfts more depth beyond their face value.
Problem:
To service these needs, it dawned on us that the infrastructure of our agency was not properly equipped to fulfill our client desires in a manner that was organic and authentic to the Web3 audience, but that didn’t mean we weren’t capable of playing in the space. How could we provide existing and potential clients with Web3 opportunities in a way that was authentic
Solution:
As a result we acted as a talent agency for Bored Ape Yatch Club (BAYC) holders, due to the unique legal definition of ownership for BAYC NFTs, we were able to represent BAYC holders to develop their NFT into characters with creative substance without violating IP and ownership laws. The end result was a service for BAYC holders looking to expand on the visual representation of their NFT, and a service for brands looking to give a nod to Web3 savviness without fully committing to larger community projects in a non-authentic way. The common ground for both was what we dubbed as an NFT Identity Kit which consisted of backstories, narrative arcs and tone & voice guidelines to name a few. To bring the NFT characters to life we worked with highly-recognized animation artists in the NFT space to put the NFT in-situ at real world locations.
My involvement: Creative Direction, copywriting, concepting, SoW and MSA drafting, business affairs
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