Golden-Era Stories in a Digital Age: The Staying Power of Nostalgic IP

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Our projects often include some element of animated or filmed content, whether it's in a cultural setting such as a museum or expo, a permanent architectural development like a new theme park, or a gamified experience.

All of these projects require us to apply a design process that ensures their revenue lifespan extends for decades rather than just a few months. This means we must always look to the future and anticipate how the world of filmed and animated content will evolve.

In doing so, there are multiple scenarios to consider, and we must provide our clients with the safest option, as some of our projects are set to unfold over five or more years. We must ensure that our experiential masterplanning can adapt during this time span, but also that our initial direction is solid to guarantee a future-proof project for our clients.

There are many articles we could write on this subject, but today, we are focusing on one specific lens: branded IP.

Imagine a world where TikTok (or XiaoHongShu/Instagram/Meta) content creators are suddenly able to direct AI as effortlessly as Steven Spielberg, write scripts like Paul Thomas Anderson, and frame shots like Vittorio Storaro. For the sake of this discussion, let’s imagine that we suddenly have 1,000,000 content creators producing six-part series in the style of a Netflix show. In this case, we would see online communities promoting these creators together, and these communities will become a major force in the future of media. However, there is nothing quite like branded content to engage attention and focus.

We are in the midst of a departure from traditional "slow media" — by slow media, I mean content that takes months or even years to produce, and then sits in the public consciousness for years afterward.

We could argue that the golden age of slow media was the 60s, 70s, 80s, and 90s. This is clearly evidenced by the massive success of IPs like Marvel, Star Wars, Transformers, and Harry Potter, which continue to generate significant revenue through cinema and location-based entertainment. Disney and other entertainment powerhouses have essentially acquired the rights to nostalgic IPs created during this golden era — and for good reason. These stories are ingrained in the public subconscious and will remain there for decades to come.

While the future may be changing at lightspeed, branded IP content from the slow media era is here to stay. Nostalgic branded IP plays a pivotal role in this staying power because it taps into a shared cultural consciousness and emotional resonance that transcends generational boundaries. By leveraging the deep-rooted connection people have with stories and characters they grew up with, brands can foster immediate trust, loyalty, and excitement—elements that are increasingly valuable in a crowded and fast-paced media landscape. But the question remains: with millions of content creators leading the charge, how do we ensure the sustainability of nostalgic branded IP in this fast-evolving landscape? The answer is in understanding how the relationship between consumers, creators, and content is changing. In a world of constant connection and instant gratification, brands must adapt by making their stories feel immediate, authentic, and participatory. Content needs to be more than just something you watch — it should draw audiences in and make them active participants in the narrative.

The key to longevity in this new world is being able to adapt without losing the essence of what made the brand resonate in the first place. The brands that will stand out in the future will be the ones that tap into the power of nostalgia while embracing innovation. It’s a tricky balance, but one that can be achieved by allowing established IP to evolve through emerging technologies like AI, AR, and VR, while keeping the emotional connection that has made it iconic intact.

Branded IP will increasingly intersect with new revenue models. Streaming platforms and interactive media are just the beginning. Soon, we’ll see entertainment and e-commerce merging, as brands build deeper, more direct relationships with their audiences. Imagine a world where consumers not only watch their favorite characters but also purchase unique digital assets, like NFTs and virtual experiences, created by communities to help support even more content creation. This is the future of branded IP — a hybrid model that fuses content, commerce, and community in ways we once couldn’t imagine.

Nostalgic branded IP is at the core of this evolution. It’s the key to standing out in an increasingly crowded world of content, offering audiences something familiar yet constantly evolving, tapping into both emotional connections and the desire for innovation.