Adrià García Font

Barcelona  ·  Fifteen years in communications, six in Web3

I build brands and narratives for complex technology.

Most recently for Sony’s layer-2 blockchain. Before that, t3rn and Celsius.

2.1B impressions in one month 620 articles +65% Tier-1 coverage YoY

Clipping 01

Placed 17 September 2024

Sony joins a crypto push in Japan as calls grow for looser rules

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Who I am

How I got here.

Adrià García Font

I started in journalism, spent years in public-sector health communications and then in pharma, and moved into crypto in 2020. Four industries, one job.

I studied Political and Corporate Communication at the Universidad de Navarra. Fifteen years later the programme published an essay of mine arguing that comfort, not AI, is the only real threat to this job. It is in Spanish.

Most weeks run across Japan, Singapore and Europe. Startale worked in all three, and the job was making one message survive the trip.

Working session with the team in Tokyo
Tokyo  ·  Sept 2025
Company offsite, whole team around one table
Offsite  ·  Sept 2025
Founder interview shoot in production
Founder interview shoot

What I do

Five things, and where each one was proved.

  • Narrative and messaging

    I write the master narrative a company runs on: key messages, vision, mission, the terminology guide everyone writes from. I repositioned the Soneium brand, running the competitive and market analysis myself before turning it into strategy, and built the same system for t3rn.

  • Founder and executive comms

    Bi-weekly media training with the CEO. Talking points, message discipline, and how it holds up on the day under a journalist's questions.

  • Earned media

    2.1 billion impressions in a single month across 620 articles. Tier-1 coverage up 65% year over year, positive mentions up 50%.

  • Systems that run without me

    Art Visit Guide runs on 47 scheduled tasks. Two of them exist to audit the other 45, and one of those turns itself off if it stops earning its place.

  • Building the function

    I cut our PR agency spend by about 60% while keeping the capabilities we needed, directed what remained as an execution arm rather than a substitute, built the in-house media function from scratch, and rebuilt an email programme from 16,000 dead contacts to 6,500 active ones.

Results

What the work produced.

  • 2.1B Impressions in a single month. June 2025, across 620 articles.
  • +65% Tier-1 coverage, year over year.
  • +50% Positive mentions, year over year.
  • $114k Cut from the PR agency contract each year. Same deliverables.

Figures from internal Soneium reporting. The counting method changed in April 2026 with a new agency, so series before and after that date are not combined.

Coverage

Selected coverage I placed.

Soneium on stage at Token2049 Singapore
Token2049 Singapore, 2024  ·  Soneium brand film  ·  hover to see it clean

Campaigns

Campaigns I ran.

Soneium

  • Mainnet launch. Interviews with CoinDesk and Bloomberg on the day.
  • Partnership with SBI, one of Japan’s largest financial groups.
  • LINE MINI App. Taking the chain onto LINE’s messaging platform.
  • DeFi lender Aave arrives on the chain. Covered by CoinDesk.
  • Decentralised exchange Uniswap deploys on Soneium.

Startale

  • Series A closed at $63M in March 2026, with SBI Group leading $50M on top of Sony Innovation Fund’s first close. Funding for Strium and the JPYSC yen stablecoin.
  • USDSC and JPYSC. Dollar and yen stablecoin launches, covered by CoinDesk. The yen one was regulated and institutional, which made every word a judgement call about what could be said.

Art Visit Guide

The same job, run alone.

Museum guides for travellers across 23 cities. My own product: I built the brand, wrote the content, did the SEO, run the email programme and monetised it. 341 posts and 59 interactive guides so far.

  • 3,873 Sessions in July, from 1,047 in April.
  • 1,061 Queries ranking in Google’s top five, from 219 a quarter earlier.
  • €1,097 Affiliate revenue in July, from €246 in April.
  • +270% Newsletter signups over sixty days.

And it runs on forty-seven agents.

  • 47Scheduled agents, 37 of them recurring
  • 558Logged decisions, each with a reopen condition
  • 7Live theses. To add one, retire one
  • 1Human

Memory

What the system already settled, and the condition that would reopen it. Every agent reads this before acting.

Watch

Search, revenue, broken links, QA, outreach, AI citations. They report and write to disk. None can publish, edit a page or send an email.

Toby · audits

Watches the watchers. Which ran, which wrote nothing, which two do the same job.

Phoebe · generates

Proposes what is on no roadmap. Four gates each, and may return empty.

Human

Decides. Nothing reaches the site or an inbox without me.

Toby once caught a task that had been running and writing nothing for a week. A task that fails silently looks identical to one that finds nothing, and only something watching the watchers can tell them apart.

The part most systems skip

Every component ships with its own exit condition. Each thesis has a revision trigger, each experiment a pre-registered pass and fail, each decision a reopen condition. Phoebe has a shutdown clause: six monthly passes with nothing adopted and it turns itself off. On its first pass it disproved a headline figure I had already published, and the correction went into four files. I built the thing that proved me wrong, and I let it win.

Elsewhere

The rest of the record.

  • t3rnBuilt the brand messaging system. Placed a $6.5M seed round across 40 outlets, grew the newsletter 89% in a year, and doubled the Twitter account to 50,000 through a bear market.
  • CelsiusOwned company messaging, narrative and case studies. Ran press relationships directly.
  • Gaming incubatorPositioning and go-to-market for roughly half of the fifteen startups in Startale's programme, working with solo founders and early teams.
  • Before cryptoPharma, public-sector health communications, and journalism, before any of this.

Recognition

What the people I worked with said.

I would have no hesitation trusting him with senior stakeholders or high-visibility, high-stakes communications.

He is highly autonomous, resourceful, and comfortable operating without a predefined playbook.