Creative Technology

Recorded vocabulary snapshot. This page is generated from a saved database extract, not a live connection. Rebuilding the site does not refresh its measurements. Draft wording comes from review notes; check recorded decisions for approved meaning. Stored values alone do not prove current prompt or filter behavior.

part of Digital & Interactive Experiences · recorded level: Discipline · 3 pieces of work carry it · 4 entries in its comparison notes

The level names are Service → Discipline → Craft. This page uses the level recorded in the snapshot. Its definition and parent links still need individual review; the level name is not approval of either.

Recorded definition and use

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).

Comparison notes for 4 other entries

These recorded notes compare this entry with related services, disciplines, crafts or other descriptions. Their wording remains subject to review.

• 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 entries recorded beneath it

• AR — 0 pieces
• Gaming & Virtual Worlds — 0 pieces
• General — 0 pieces
• Interactive Installations — 0 pieces
• Interactive Video — 0 pieces
• Projection Mapping — 0 pieces
• VR — 0 pieces
• Web / Interactive Development — 0 pieces

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.