A New Medium

In 2020, we launched the first AR NFT collection in collaboration with MF DOOM. Prior to his passing, we minted, anchored, and sold the first AR NFTs using proprietary smart contracts and augmented reality publishing tools. The collaboration broke the internet with pickup from major news outlets across music, tech, and culture.

The 3D masks were both wearable and placeable AR experiences giving collectors the ability to place the masks to any location in the world or on one’s face. A first of its kind, the collaboration led us to build out an augmented reality publishing tool powered by blockchain architecture, giving artists and collectors a new medium for displaying their digital collections.

Rob’s POV

DOOM was once again ahead of his time. To jump into the deep end of two formative technologies, AR and Blockchain, years before the announcements of Apple’s AR headset was yet more evidence behind the mythology of the supervillain of Hip Hop. With a hard deadline in toe, I managed the team’s product roadmap to build and deploy the blockchain and AR platform, reached out to publications to stir up visibility for the collab, and secured relationships with collectors to sell through all inventory of the collection.