Mr. Lassi Arrives as an Industry Veteran to Lead the Awareness Creation Surrounding HoK’s Origin Metaverse, with Career Highlights that Include Helping to Build Notable Global Brands such as Red Bull and Spotify

Looking Glass Labs Ltd., a Web3 platform specializing in non-fungible token (“NFT”) architecture, immersive metaverse environments, play-to-earn tokenization and virtual asset royalty streams, is pleased to announce that its has hired Ryan Lassi as the Senior Vice President of Marketing for its flagship studio, House of Kibaa (“HoK”). Mr. Lassi comes to HoK as a seasoned veteran with a track record of growing global brands across the technology, music, beverage and creative services industries. His career highlights include helping to build notable brands such as Red Bull and Spotify. With an expansive background working with major creative agencies and global artists, Ryan joins HoK to lead the marketing of its Project Origin metaverse initiative and is equipped to scale its marketing function through efficiency, flexibility and speed.

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At Red Bull, Mr. Lassi spent nearly 10 years in various marketing functions while leading teams, managing yearly business plans and executing IRL experiences to drive product consumption. At Spotify, Ryan spent over three years overseeing IRL Experiential Strategy and genre expansion within URL Music Marketing during the pre- and post-IPO phases of the business. Most recently, he was at the technology-curated travel company, Pollen, as its Global Head of Partner Marketing where Ryan implemented marketing strategies to scale franchises for the likes of global superstars Justin Bieber, J Balvin and Kygo. During his time at Pollen, the company grew from 300 to over 700 employees across the globe, with marketing efforts accruing tens of millions of dollars in gross merchandise value.

Mr. Lassi also has many years of experience as an agency consultant advising major artists and brands on creative marketing strategy. He oversaw the Seven20 Group Web3 re-brand, was the marketing lead for the mehro’s career launch and provided marketing support for the deadmau5 x Smear Balls head5 NFT collection. Early in his career, Ryan launched an indie record label in the pre-streaming era and successfully took artists from the label on the Vans Warped Tour.

Management Commentary

Dorian Banks, Chief Executive Officer of LGL, said, “We are thrilled to add Mr. Lassi to our senior leadership team and I would like to extend a warm welcome to Ryan as he joins HoK. The Origin metaverse project, among other initiatives under way, just got a major boost and I am very much looking forward to our team learning from him and his vast industry experience as a marketer of major global brands like Red Bull and Spotify. The metaverse space, NFTs and play-to-earn gaming are all areas that we believe will stand to benefit from a strong marketing effort. Therefore, Ryan’s addition is expected to benefit both LGL and HoK going forward.”

Headquartered in Vancouver, British Columbia, Looking Glass Labs (“LGL”) is a Web3 platform specializing in non-fungible token (“NFT”) architecture, immersive metaverse environments, play-to-earn tokenization and virtual asset royalty streams.

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