New AR & VR Agency Formed: Imagine Room

New AR & VR Agency Formed: Imagine Room

A new augmented and virtual reality media agency, Imagine Room, has been formed as part of a management buy-out.

Media and marketing agency Thred has agreed to a management buy-out of its augmented reality advertising and brand Agency business.


Under the agreement, COO Paul Willey, head of sales and partnerships Tina Ghezzi, and New Zealand based commercial manager Barbara Bentley, will form a new agency called Imagine Room, partnering with Geodesic Partners and Key Ideas, acting as cornerstone investors and commercial collaborators.

With offices in Sydney, Canberra, Australia, and Tauranga, New Zealand, Imagine Room will specialise in augmented, virtual and mixed reality production and distribution.

Imagine Room will collaborate with brands and agencies to craft multi-channel digital media strategies that amplify on-site activations, events and mobile-first campaigns.

Building on the work delivered for Destination NSW’s Vivid Festival 2018, TAFE NSW and The National Maritime Museum, Imagine Room are currently at final stages on several high-profile augmented reality production projects, and are working on multiple joint-venture agreements in the immersive and 360-degree media sector; details of which will be shared shortly.

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