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Creative Technology ​

This page is generated. Do not edit it by hand — run scripts/atlas-vocab.py.

part of Digital & Interactive Experiences · tier 1 · 3 pieces of work carry it · 4 crafts it is confused with

The craft, and who hires it ​

Hired when a brand needs an experience the audience can DO rather than just watch — launch microsites, WebGL configurators, AR try-ons, VR brand worlds, mapped show pieces, in-game activations, sensor-driven pop-ups. The market sells this as 'immersive', 'interactive', and 'experience' work; the sell-side home is the Digital & Interactive Experiences service line (svc_digital_interactive, this discipline's L0 parent).

The discipline of building interactive, computational brand experiences — software, real-time engines, cameras/sensors, and immersive media are the medium. Parent family of Web / Interactive Development, AR, VR, Projection Mapping, Gaming & Virtual Worlds, and Interactive Installations: the maker is a creative technologist/developer, not (only) a filmmaker or designer.

Tag it when… ​

Tag when the work shown is a functioning interactive or computational build — the user can click, touch, move through, wear, or play it — or the item is the portfolio record of such a build. Use this L1 tag ALONE (CM1: L1-grain tags are legal) when creative-technology craft is evident but the specific leaf (web, AR, VR, projection, gaming, installation) cannot be determined — an honest L1 tag beats a guessed leaf.

Never tag it when… ​

Never tag a linear film or animation that merely LOOKS digital/futuristic — no interactivity, no build (that goes to Video Production / Animation crafts). Never tag interface design as such — designing screens is Design › UI Design (which absorbed the retired UX Design leaf); engineering the working experience is Creative Technology. 'Interactive Video' is a retired format row (CN15) — the craft behind it lives at Web / Interactive Development (CL6). Content-type words (product_demo, event_coverage) never decide this tag either way (boundary law).

Easily mistaken for 4 other crafts ​

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

  • Digital & Interactive Experiences (svc digital interactive, L0) — The SERVICE is the sell-side offering/credit-menu line, never a classify target (v2.2 services-vs-craft boundary law); the DISCIPLINE (this node) and its leaves are what content tags carry.
  • design ui design (Design › UI Design) — Designing an interface's look and flow = Design craft (UI Design; the UX Design leaf is retired — folded into it); building the working software/experience = Creative Technology. A static screen mockup is never Creative Technology.
  • animation motion graphics — Motion Graphics is what plays ON a screen or surface; Creative Technology is what makes the experience respond. Non-interactive screen content = Animation only.
  • disc video production — A film ABOUT technology, or with a digital aesthetic, is film craft. Tag Creative Technology only when a real interactive build is shown or recorded.

At what size it applies ​

ASSET when the whole item IS an interactive build or its dedicated case record; MOMENT when an interactive/immersive beat appears as a segment inside a broader film. At either grain, an L1 tag is the honest record when the leaf is unknown (CM1).

Pieces that settle the definition ​

  • You can just build things — Probe-verified live link: content_disciplines → disc_creative_technology (is_primary=true, provenance='analyzer'); one of exactly 3 live L1 asset links — the CM1 pattern (3 asset rows remapped from the retired General leaf; build craft evident, leaf undetermined)

The 8 crafts inside it ​

Where to look next ​

Atlas — the BrandTrackers domain model. Source: git markdown, drift-checked against the live DB.