As animation studios explore new ways to tell stories, Web3 is quickly catching the spotlight by allowing creators to connect with audiences through innovative digital assets.
Locus, a 3D animation studio, has partnered with MEW (MEW), a memecoin on the Solana blockchain, to bring its playful characters to life through a 3D animation series. With plans to reach 2 million holders by the end of the year, this collaboration aims to enhance MEW’s presence beyond the crypto space.
In this interview, Sujin Hwang, chief creative officer and senior vice president of Locus, discusses the evolution of 3D animation technologies and how their partnership with MEW leverages these advancements. Hwang delves into the project’s goals of increasing MEW’s global recognition, fostering community engagement and generating new revenue through digital assets.
Cointelegraph: What do you think about the evolution of 3D animation technologies?
Sujin Hwang: The evolution of 3D animation technologies has significantly impacted both the quantity and quality of content production. With advancements in computing power and artificial intelligence, we can now produce more content more quickly, reducing production costs and enabling multiple projects simultaneously.
Locus has over ten years of experience in animation production. Source: Locus
On the qualitative side, real-time rendering and physically-based rendering (PBR) technologies allow for more realistic and detailed visual effects. Additionally, motion capture and AI-based animation tools create more natural character movements and expressions, providing the audience with high-quality content that enhances storytelling and emotional engagement.
CT: How do innovation and new tech help studios tell better stories?
SH: Innovation and new technologies play a crucial role in helping studios convey deeper and more impactful stories. For instance, real-time rendering technology enables creators to adjust and improve visual elements instantly, enhancing the visual precision of the story.
Locus is working on Toemarok, a new animated project based on a fantasy novel with over 10 million copies sold. Source: Locus
AI-based tools make character movements and emotions more natural and lifelike, allowing the audience to connect more deeply with the characters. These technologies enable creators to produce more creative and immersive content, offering unforgettable experiences to audiences. Each scene of the story becomes more realistic, making the narrative more compelling.
CT: How would you introduce your collaboration with MEW to a global audience?
SH: Our collaboration with MEW is an initiative to introduce MEW’s unique characters and the story of MEW as a cat in a dog’s world to a global audience through 3D animation. We aim to enhance MEW’s brand value and attract new fans by utilizing top-tier animation production technology.
This project goes beyond mere entertainment, expanding MEW’s character IP into various businesses. For example, we offer MEW’s universe on multiple platforms through animation series, character merchandise and in-game 3D assets. This IP expansion strategy will broaden MEW’s fan base and establish diverse revenue models.
CT: Could you share the details of the upcoming MEW animation?
SH: The MEW animation project consists of a series of 10 episodes, each lasting 7 minutes. Each episode introduces the world of MEW and its main characters, focusing on intriguing and unique conflicts between characters.
The first episode follows Mew and his friend Rat as they try to override a propaganda broadcast in Dog City. Subsequent episodes explore various scenarios like Rat’s romance, Mew’s disguise plans, adventures into the depths of Dog City, betrayal, hunger-induced hallucinations and a grand escape plan.
The final episode features an epic cat-versus-dog showdown. This series combines action and humor, enriching MEW’s universe and offering an engaging story for global fans.
CT: As a studio rooted in Web2 business, what has attracted you to Web3?
SH: Web3 offers new business models and revenue opportunities. It allows for more transparent business operations by reducing intermediaries and enables direct interaction with fans, opening new markets. Particularly, digital assets create new revenue streams, enhancing the added value of existing content.
Moreover, Web3 platforms provide immediate access to global markets, lowering entry barriers and enabling rapid expansion. These characteristics are innovative from a management perspective and provide a foundation for Locus to grow into a global company.
CT: What are the key differences between creating an IP for Web3 and Web2?
SH: Creating IP in Web2 focuses primarily on content consumption, where creators provide content unilaterally, and consumers watch or use it. In this model, creators retain ownership of the content, and consumers have limited participation.
In contrast, Web3 emphasizes interaction and ownership distribution with the community. Fans actively participate in the content creation process and can directly own digital assets that represent the brand. This gives fans a greater sense of participation and enhances the value of the content.
For example, fans can trade memes or characters they love, promoting active community engagement and continuous growth. While Web2 encourages passive participation centered on consumption, Web3 fosters strong bonds with fans through active participation and ownership, extending the content’s lifespan and providing various revenue opportunities.
CT: What role do you think Web3-native IPs like MEW play in onboarding the mainstream into Web3?
SH: Web3-native IPs like MEW play a crucial role from various perspectives. Socially, MEW forms a more transparent and participatory community by directly communicating with fans through blockchain technology and providing ownership, offering new participation opportunities to users excluded from traditional media models.
Source: Locus
Culturally, MEW provides a unique Web3 experience through characters and stories, allowing fans worldwide to enjoy MEW’s content simultaneously and assign new meanings based on their backgrounds. This provides a platform where the global community connects as one and different cultures merge.
Through these social and technological roles, MEW spreads the value of Web3 widely, helping the mainstream easily participate in the Web3 ecosystem and becoming a social and cultural icon of the new digital era.
CT: Do you have any other partnerships or collaborations?
SH: Locus is collaborating with several global partners on various projects. Through collaboration with Naver Webtoon, we are producing 3D animation projects such as “Guardians of the Game,” “Barkhan” and “Denma.”
Recently, we achieved significant results with the “Yumi’s Cells” animation project using the real-time game engine — Unreal Engine. The recently completed “Exorcism Chronicles: The Beginning” is scheduled to premiere in Korea in the first quarter of 2025.
Additionally, we are preparing for global feature-length animation co-productions with leading production companies in North America. We plan to expand our content and explore new markets through more collaborations.
CT: Looking ahead, what are Locus’ future goals and objectives?
SH: The vision of Locus is to establish itself as a leader in innovation in the global animation industry. We aim to strengthen our presence in the global market by producing high-quality 3D animations. To achieve this, we plan to develop diverse content and create revenue through new business models. Entering the Web3 market through collaboration with MEW, we seek business opportunities utilizing digital assets and aim to expand our global fan base.
Additionally, through initial public offering (IPO) preparations, we intend to attract more investments to enhance our content production capabilities and deliver touching stories to global audiences. Ultimately, Locus aims to lead the animation industry with creativity and business capabilities, realizing our vision of establishing a unique position in the global market.
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