Sonic Fire Tech

Sonic Fire Tech is pioneering wildfire prevention with infrasound technology that stops fires before they ignite, using no water, no chemicals, and no delays. The company’s science originated in aerospace, developed by former NASA acoustics engineers, and offers a zero-damage, environmentally friendly solution for homeowners, builders, insurers, fire departments, utilities, and public agencies.

As the company prepared to enter the commercial market, its leadership faced a challenge common to deep-tech innovators: the science was extraordinary, but it needed translation. Audiences across every relevant stakeholder group needed to understand the technology differently, trust it on different terms, and be moved to act on different motivations. There was no established category for infrasound fire suppression. No comparable competitor. No existing playbook for credentialing a patented acoustic technology against legacy sprinkler systems that have dominated code requirements for decades.

Sonic Fire Tech needed to build its brand, voice, digital platform, and media presence simultaneously, while preparing for a commercial launch and a seed funding round. The Pollack Group was brought in to handle it all.

Building the Message

We began with the message. TPG conducted market and competitive research to understand consumer sentiment around wildfire risk and institutional resistance to departing from legacy fire codes. We built detailed personas across residential, enterprise, and public-sector stakeholders, from fire-threatened homeowners and rebuilding communities to first responders, risk assessors, and climate-focused policymakers.

From that foundation, we developed a complete Message DNA framework: a core brand narrative that balanced scientific credibility with human urgency; a tone of voice that was clear, confident, and purposeful; and messaging architectures for three product lines, Home Defense, High-Value Asset Protection, and Ultra-Early Wildfire Suppression, each with audience-specific pillars and proof points. The framework was built to scale, serving investor decks, PR statements, partner pitches, community demos, and regulatory briefings from a single, unified strategic foundation.

Building the Platform

With the messaging architecture in place, TPG developed and launched sonicfiretech.com, a full multi-audience website designed to serve the company’s diverse stakeholder ecosystem. Separate destination pages were built for homeowners, builders, architects, installers, first responders, utilities, HOAs, data centers, real estate agents, and insurers, each speaking directly to that audience’s concerns and conversion intent.

The design and content were built to make the invisible visible: animation, video, and a live performance comparison tool communicated with a technology that operates at frequencies below human perception. A detailed “How It Works” section demystified the mechanism of infrasound for skeptical audiences. The site launched as a living platform, updated continuously as media coverage, product milestones, and partner announcements came online.

Making the Science Visible

No written explanation could do what the footage could. TPG developed a video strategy around two objectives: technology proof and emotional resonance. Demonstration footage captured the system actively suppressing fires in live-test conditions, giving media, investors, and buyers visceral, undeniable evidence that infrasound fire suppression was real and deployable. Interior lifestyle footage communicated the zero-collateral-damage proposition on a human level: fine furniture, electronics, heirlooms, hardwood floors, the things people actually fear losing, protected without a drop of water.

Video assets were produced and optimized across formats to serve broadcast media requests, social distribution, event presentations, and investor materials, ensuring a single production investment generated return across every channel.

Building the Conversation Online

With the brand narrative established, TPG translated Sonic Fire Tech’s complex science into an accessible, always-on social media presence. Using the messaging framework as a foundation, alongside original demonstration footage, media interviews, animations, and educational content, we built and managed Sonic Fire Tech’s Instagram and LinkedIn channels from the ground up.

Each platform was designed with a distinct strategic role. LinkedIn became a key channel for partner engagement, industry credibility, and stakeholder outreach. Instagram served as a visual platform, showcasing the technology in action while simplifying the science through compelling videos, motion graphics, infographics, and behind-the-scenes demonstrations. By translating technical concepts into relatable, visually driven storytelling, social media helped audiences move from skepticism to curiosity and understanding: it may seem like magic, but it’s just physics.

Driving the Story

TPG served as Sonic Fire Tech’s full-service news bureau, not just pitching stories, but creating them. We developed news pegs, drafted announcements, shaped narratives, and ensured every milestone landed with maximum impact: live-fire demonstrations, NFPA 13D-equivalent ratings, first-of-a-kind building permit inclusions, funding announcements, and statewide deployment launches.

The PR program was structured to validate the technology across multiple credibility axes simultaneously: technical credibility with fire trade and scientific outlets; consumer credibility with lifestyle and local broadcast audiences; investment credibility with business press; and regulatory credibility with public safety media. The result was a media footprint that would typically take a company years to build, achieved in a fraction of the time.

Coverage included features in Bloomberg, TechCrunch, and Scientific American; broadcast segments on ABC 7, CBS News, NBC Bay Area, KTLA5, Spectrum News 1, and Fox 26; and placements in HousingWire, ExtremeTech, GearJunkie, LA Business First, the International Fire & Safety Journal, LA Daily News, and more than a dozen additional outlets nationally and internationally.

The Results

The Message DNA framework now serves as the foundation for Sonic Fire Tech’s communications across all channels. The website gives every audience segment a credible, compelling reason to engage. The video assets continue generating broadcast and social reach beyond their original production. And the PR program built the media footprint that gave investors, fire agencies, and homebuyers the confidence to act.

During the engagement, Sonic Fire Tech was named a CES 2026 Innovation Awards® Smart Home Category Honoree — one of the most prestigious validations in consumer technology. The company closed a $3.5 million seed round backed by Khosla Ventures, Third Sphere, and AirAngels. It earned an NFPA 13D-equivalent rating and was included in Los Angeles County’s first-ever permit for a 3D-printed concrete home. It impressed San Bernardino County Fire in a live test and launched installations across Los Angeles, Santa Barbara, and high-risk California communities.

By transforming complex science into compelling, audience-ready messaging and building the platform, content, and media presence to carry it, The Pollack Group helped Sonic Fire Tech accelerate market readiness, establish category leadership, and lay the foundation for what comes next.