Barcelona · Fifteen years in communications, six in Web3
Hi, I’m Adrià.
I build brands and narratives for complex technology.
If you are building something people struggle to explain, that is the part I do. Most recently for Sony’s layer-2 blockchain, before that t3rn and Celsius.
I work with companies on narrative, media and building the comms function. Taking on a permanent role or project work. Barcelona, remote, European hours.
Coverage placed in
I put this in the order I would read it: how I got here, the work, the numbers, the coverage I placed, the product I run alone, and a signed reference.
The short version
How I got here.
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.
Comfort threatens this job more than AI does.
Most weeks run across Japan, Singapore and Europe. Startale had teams in all three, and the job was making one message survive the trip.
The work
Five things companies bring me in for.
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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.
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Founder and executive comms
Media training with the CEO every two weeks. Talking points and message discipline. Then the day itself, and whether they hold up under a journalist’s questions.
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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%.
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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.
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Building the function
I cut PR agency spend by 60% and kept the capabilities we needed, then ran what remained as an execution arm. I built the in-house media function from scratch and rebuilt an email programme from 16,000 dead contacts to 6,500 active ones.
The numbers
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.
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.
In print
Selected coverage I placed.
Sony joins a crypto push in Japan as calls grow for looser rules
Read it- CoinDeskSony’s Layer-2 blockchain Soneium goes live
- The BlockPolkadot-based protocol t3rn raises $6.5 million, exclusive
- CoinDeskDeFi leader Aave debuts on Sony-backed Soneium
- CointelegraphSony doubles down on Soneium after first year of mainnet activity
- BeInCryptoStartale brings institutions and consumers into its onchain finance ecosystem
Launches
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, ran the email programme and monetised it. 341 posts and 59 interactive guides so far.
- 3,874 Monthly sessions, from 1,047.
- 1,061 Queries ranking in Google’s top five, from 219.
- €1,097 Monthly affiliate revenue, from €246.
- 445 Newsletter subscribers, from 69.
Four months, April to July 2026. Sessions from GA4, queries from Search Console, revenue from the affiliate dashboard, subscribers from the email platform.
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
Audits the other 45. Which ran, which wrote nothing, which two do the same job.
Phoebe · generates
Proposes what is on no roadmap. Every proposal passes four gates, and a pass can return nothing.
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 auditing the auditors can tell them apart.
Exit conditions
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.
The rest
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.
A reference
What my manager wrote.
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.