We’ve been given the web3 keys to one of the largest entertainment brands in the world, The Walt Disney Company.
What should we build?
That’s today’s creative exercise. So many fun places we could go: Marvel, Pixar, Star Wars, Mickey Mouse.
And Then Things Start To Happen
It’s not a question of if, but when Disney will start making a bigger splash in the web3 world.
They’ve done a lot of experimentation with VeVe, a somewhat closed NFT marketplace for “premium licensed digital collectibles.” VeVe is a safe platforms for brands to learn with.
But Disney is clearly staffing up for bigger things.
Earlier this year, Disney promoted one of its execs into a new role as EVP of “Next Generation Storytelling.” Sounds a lot fancier and Disney-esqe than “web3 projects.”
Polygon has been working with Disney’s senior leadership team through the Disney accelerator.
And earlier this month Disney posted a job listing for a transaction lawyer to explore “emerging technology opportunities” including NFTs on an "accelerated and aggressive timeline.”
Throughout all these stories, the words shared in the press include NFTs, metaverse, AI, blockchain, third-party marketplaces, and even DeFi.
They’ve tested and moved key pieces into place.
Any Direction You Choose
Determining where to start is a challenge for such a large entertainment brand.
Let’s consider Disney’s values as their first principles: optimism, innovation, decency, quality, community, and storytelling.
How can Disney’s web3 work create a positive impact in the world? How can it be collaborative with its biggest fans? How can it create new types of stories and media?
Here are 5 ideas for Disney to consider. And really, any brand.
1. The Mary Blair Animation Collective
Walt Disney was an illustrator first. An artist. He loved great art. He loved finding and hiring talented animators. Telling stories in new ways.
Supporting illustrators and animators is pure to Disney’s core.
The Mary Blair Animation Collective would build a network of NFT artists for Disney to partner with and hire.
Step 1: Buy NFTs from innovative and up-and-coming artists
Step 2: Partner with the artists through commissioned works around “the future of animation”
Step 3: Create a residency program for artists who can add new perspectives to ongoing Disney projects.
The name and purpose of the Collective is inspired by Walt Disney’s favorite artist, Mary Blair.
Blair influenced the early style of Disney animation through films like Cinderella and Peter Pan. She embraced a more modern, fanciful look with embellished characters.
Examples of similar strategies include Playboy’s intro to web3 by buying NFTs from independent artists. Time Magazine expanded this strategy into multiple collections and artist partnerships with their TimePieces program.
2. The Flora Colossus Collective
I recently got asked what kind of NFT collection I’d love to see a brand produce?
The first thing that popped into my head is a PFP collection based on Groot from Guardians of the Galaxy. The Groot species is a sentient species of trees known as the Flora Colossus.
But also, he’s just a badass character with so much opportunity for identity art. Read more here about brand PFP collections.
Here are a few baby Groot variations to give you an idea of just how cool this collection could be.
This wouldn’t only be a great promotional partner for the new Disney+ Groot series but could also dial back to Disney impact programs. All proceeds would go to the Disney Conservation Fund.
In the MCU, we’ve never met any other Flora Colossus characters. This could be a fun way to include fans in that world-building. Maybe the first step in building the MBU (Marvel Blockchain Universe)?
3. The Underground Republic
This is a community experiment in collaborative storytelling. Members would be digital Imagineers. Helping to build one character in the Star Wars Universe.
Underground Republic members would join by holding an NFT. They would contribute ideas, vote, and together build out moments and storylines. Ultimately the character will go through casting and appear in a Star Wars Universe movie or series.
The Galactic Republic was the ruling government of the Star Wars galaxy for more than 25,000 years before it fell.
Our" “Underground Republic” formed when the Old Order died. It’s a collective of citizens that believe in decency, community, and optimism. Making the galaxy a better place in small and big ways.
4. Buy Doodles
Disney has made some of the smartest IP acquisitions in the history of entertainment: Pixar, Marvel, and Star Wars (Lucas Films).
I think Doodles should be next on that list.
The Doodles brand is the closest thing to Disney in the NFT space. Optimistic, accessible, fun, artistically innovative, with giant ambitions.
Their focus is on bringing a bright, happy illustration style to life through animation, music, events, and gaming. Sound familiar?
Doodles is a blue chip NFT collection with a resume that makes them a great IP and talent investment.
They just received $50 million in funding with partners that include Pharrell Williams and Alexis Ohanian. They have a very talented team that’s working to build an audience in the millions.
Disney changed the way we see illustration and animated films. Similarly, Doodles has an illustrative style that has already been incredibly influential in the NFT space. Shoutout to Doodles artist Scott Martin (@burnttoast).
Buying Doodles today is like buying Pixar while Toy Story was still in production. They are nowhere near mainstream yet.
The biggest barrier here is that Doodles may want to stay independent and choose not to sell. Disney would need to let them operate independently while giving them access to the Disney empire’s resources. Similar to how they’ve let Marvel operate since being acquired.
5. The Great Mickey Search
Hidden Mickeys are depictions of Mickey Mouse camouflaged in the background at Disney parks, in films, and in TV series. It’s a game built around appreciation for art and world-building.
So why not turn it into a global search that reaches into the metaverse?
The Great Mickey Search is an annual scavenger hunt with “Hidden Mickey” clues in the physical world and the metaverse. The prizes would be big, including special Disney Parks, Resorts, and/or Cruise experiences.
Each Hidden Mickey would be verified using soul-bound NFTs, allowing for a fair and trackable global contest.
Knowing which one or two metaverse platforms are going to win is a guessing game.
Instead of making a big investment in one platform, The Great Mickey Search creates a program that allows Disney to test, play, and learn in multiple sandboxes with large audiences to help them learn.
You'll Soon Take The Lead
Disney is no stranger to great storytelling and world-building. I hope they steal some of these ideas and run with them.
I’m sure they’re also working on their own big ideas and I can’t wait to see what they’re building.
I challenge all brands experimenting with web3 to ask how they can make their efforts more fun and more collaborative.
Web3 technology allows us to include audiences in marketing and media campaigns in ways that weren’t possible before. Let’s use those tools to empower and entertain.
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Apologies and thank you to Dr. Seuss for all the lines I stole from “Oh, The Places You’ll Go.”
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– Jason