By Emerson Luchesi
Have you ever heard about NFTs? If you have any kind of link, interest or knowledge in digital world and its new technologies, you have certainly heard about the subject or is already have some knowledge about it. NFT is a digital universe technology that has become popular among users of this space in recent years.
NFT is the acronym for Non-Fungible Tokens, which is a technology that allows the certification or registration of a digital good, certifying its originality due to possible commercialization. One of the main characteristics of this technology, as the name implies, is that they are non-fungible goods, that is, they cannot be exchanged in an equivalent way, given the originality and exclusivity of each digital art.
The NFT is used to register various digital items, whether they are photos, images, illustrations, short videos or a variety of other files circulating in digital media.
However this technology has stood out in the field of Art, through digital works of art. NFTs are a type of crypto asset, being stored on the blockchain network ( a cryptocurrency transactions system).
NFT became popular through the art market, which has been renewed and sought to keep up with the digital market progress, so much so that the biggest highlights of the most common types of NFTs are works of art and the games sector.“The art market works a lot towards the exclusiveness of the signature. If you have art, it is validated, certified and priced by the market. Once you have a painting, you’ve got the exclusivity of having a unique piece, there is a certain material, paint, colors, canvas, style that makes it a unique object. So this exclusivity is what adds value to this object, and as a market it works with value. The NFT is an attempt to bring to the virtual world these parameters that were very stable until then. And both the art market and the cryptocurrency market are speculative”, says the graphic designer Fabrício Biroy.
NFTs in digital advertising
One of the niche markets in which NFT has gained prominence is advertising. Companies and brands have invested in this innovation in an attempt to reach tuned into to new technologies audience. Many companies have already entered this digital world and others have had contact with this technological area through services provision. One of them is Agudo, a studio that works with visual projects who aims at the convergence of the fields of graphic design and architecture fields, activity areas of its founders, making it a transversal-multidisciplinary studio.
The couple Fabrício Biroy, graphic designer, and Débora Gomes, architect and urban planner, are the studio founders and work in partnership. “We work on several fronts, join these two universes, we think designer in a wider field and we work in a hybrid way expanding our thought due to the different backgrounds”, comments the architect.
The professionals report that they do different jobs, such as graphic design, editorial, books, visual identity, illustration which is the strong point of the studio, as well as architecture work. “One strong thing for us is having a conceptual strategy in our work, thinking not only about the objective, but going deeper into that product, understanding what that means beyond functionality, understanding the history of our customers, their motivation, to try to incorporate this in some way into the visual concept of every project we work with, to transform this abstract concept into visual matter”, they point out.
The studio’s founders report that they started to work a lot with illustrations in the last few years and a proposal with NFT appeared in one of these works. “We had an experience with a specific project, a partnership between Agudo and an agency that works only with digital advertising in this branch of cryptocurrencies and blockchain”. Fabrício says that in relation to the illustrations production, the NFT is the same, “we did a job that became NFT, but the creative process is basically the same and we ended up having an interesting highlight, also because it was a big brand”, he comments.
Credits: Estúdio Agudo
Fabrício and Débora say that the NFT is a technology developed to try to track digital art placed on the network, it is a kind of certification, you have a certain authorship of a digital work where the network itself validates, in this case the blockchain.
“We can make an art, a digital illustration and that will have a certificate inside the blockchain. So it’s the art certificate that allows you to sell or resell what you own, it’s like the registration of a property where the chain itself validates it”, emphasizes Fabrício.
The consumption of new technologies
In the vision of the Estúdio Agudo’s founder, NFT in advertising is seen by consumers and clients as something else that companies can offer, making brands position themselves as up-to-date and modern. And this search for innovation with a closer look at the digital market shows a way for companies and brands to access a certain public interested in technology and consumer experience. However, the graphic designer points out that this market is still very niche, it isn’t very accessible or easy to understand “because it has to do with the speculative market, so it is not a simple thing, but it is a niche that brands have been looking at”, emphasizes Fabrício.
“I think that as advertising is linked to products, the NFT ends up being one of the products being sold there. We are the ones who make the illustrations and the arts themselves, we are not so inserted in the strategic part, but I think that more and more types of products will have some marketing strategies linked to the NFT, because this is a trend. In addition, this is a technology that has been improved, and the goal is that it really becomes popular”, says the architect.
The NFTs novelty has gained space in the digital market and has grown as people, companies and brands adhere to this innovative technology present in the large and busy digital reality, which also promises to be a great business space, generating massive movements in the market economic. The digital universe has evolved rapidly and has been a field for the emergence of great innovations, generating technologies capable to dominate the digital world.
