Creative anchor’s are an important part of project development in 2021. They are a signature niche style of writing which can be taught as a specialist subject.
Although I’m a competent writer with multiple books and educational resources–most of the writing I’m best known for is being a writer of “creative anchors.”
I don’t know if this is a real term or not– ironically it was made up as part of a creative anchor storyline, but basically what it means is when a piece of writing or artwork etc is developed as an anchor it encourages other creatives to use it to build another portfolio of work too.
Think of it like this.
A creative anchor is like a fragment….
it’s an idea…..
a basic storyline…..
and a window of opportunity.
The creative anchor is like the heart of a puzzle, and the remaining pieces are filled in by other creative links to bring the idea of the creative anchor to life.
The Project Developer creates the anchor, and then writers, artists, story boarders, animators, script writers etc use this idea to create or expand into full length movies, mini series, blog posts or anything else they feel like.
Creative anchors can be pre-built or bespoke.
A bespoke creative anchor is when the customer asks the project developer to create something special just for their business or company which has never been made before
a prebuilt creative anchor is something already written and part of an existing portfolio/storyline, yet hasn’t yet been brought by an investor.
For the EARTH nft Trading Card Project- my job is to design “creative anchors” as a way to teach students creative content marketing.
Each of the EARTH nft “creative anchors” are then minted and offered up for grabs to investors who can purchase the rights to spin them into fully fledged story universes or sell/ license them to netflix, foxtel, educational book publishers or even for their own advertising and branding campaigns.
Although creative anchors are fun to play with, there are downsides to creating them which you need to be mindful of– the three most important are as follows:
The first is that Creative Anchors are extremely valuable
I wouldn’t price or sell an original creative anchor at anything under $10k a pop unless you are selling them 12 at a time (so $100k for 12 anchors- all delivered at once) because the way they are written allows the buyer to create entire story universes, merchandise, clothing lines, and books, which can spin for many seasons..
Basically once a creative anchor is developed, all that is then needed is an artist, a writer and good legal docs and you’re good to go with a valuable asset of intellectual property.
The second issue with Creative Anchors is….
wait for it….
anyone else in the loop about the creative anchor can effectively steal it.
You read that right.
People STEAL Creative Anchors that don’t belong to them and use them to anchor vessels of their own work.
There are two ways to look at this- one is that it’s awesome because effectively it gives you the added bonus of turning your work into a type of “fan fiction” where one creative anchor is spun multiple times over the internet as other people take the idea and build on it (think Star Wars Fandom etc), but the downside is if you are trying to sell your anchors for $10k plus it can turn into a legal minefield, hence you need a good legal team to make sure everything is watertight.
If you don’t care about the legal side of people stealing your anchor ideas (some artists release their work under creative commons and still sell the original file for good prices- **think BEEPLE**) it’s not too bad and can be a type of good publicity, but it’s still something to be mindful about.
The third downside of creative anchors is that if the person developing the project is knowledgeable across transmedia storytelling, it can be used in sinister ways as explored in The Prosperity Project Dark Side course where we explore data profiling, fragmentation and the repercussions of using content marketing in our work.
Although this is a worst case scenario- as content creators and developers it is something we need to be mindful of.
Creative anchors are tiny in size but can pack a serious amount of weight..…Nina Montgomery
Designed to convey a huge amount of information in the quickest way possible, the light side or good side is creative anchors allow a team to design amazing and diverse projects from very little information, yet the dark side or bad side is if education and entertainment industries can do it so effectively, then so too can organised crime, but in a much more sinister way.
Unfortunately, content marketing (including creative anchors) has both a light side and dark side attached to it that as creators and developers we need to consider, however story anchors/creative anchors are still an amazing resource to encourage the development of diverse educational and entertainment resources from multifaceted points of view.
I am equally passionate about sharing the pros and the cons of creative anchors, so if you would like to learn more, please feel free to reach out.
Additionally, if you would like to invest in creative anchors or learn more about current creative anchors for sale, you can find them as they are released in the shop by clicking here.