Tin Drum

When Tin Drum, the world’s leading Mixed Reality studio, reached out to the agency, it faced an all-too-common problem. It employed some of the world’s most talented artists, designers, and technologists to produce content for wearable/mixed reality devices – but no one knew who they were.

Led by visionary founder Todd Eckert, Tin Drum produces Mixed Reality content, a similar experience to what Augmented Reality delivers, but through an emerging class of see-through display devices, blending a uniquely dimensional form with the real world. The audience member dons a headset to view content that is presented seamlessly in their space. Tin Drum performances connect people and stories in ways that go beyond anything that has ever been possible in traditional mediums, enabling richer and more profound experiences.

By fall 2021, live events, performances, and art exhibits had slowly started coming back. Notably, the famed annual London Design Festival (LDF) announced its plans to return in September as well. Tin Drum seized on the opportunity to announce it would debut a groundbreaking new installation, Medusa, in The Raphael Court at the Victoria & Albert Museum, as part of the LDF. Produced in collaboration with acclaimed Japanese architect Sou Fujimoto, Medusa is an eminent visualization of architecture in a Mixed Reality medium, examining the interrelation of nature and art.

For The Pollack Group, this presented a wonderful opportunity to reposition Tin Drum through strategic messaging and media relations. As with all companies seeking to become a brand and amplify their values, they first had to identify their value proposition. The agency also had to consider audience biases and mainstream consumers’ misunderstandings of the difference between Mixed Reality and Virtual Reality.

In partnership with our London-based Worldcom Public Relations Group partner, JBP, we executed a media relations campaign that not only brought global attention to Tin Drum’s transcendent performance at the LDF, but strategically rebranded and repositioned them across earned and social media.