Sound Doping Experiment

For Sound Doping Experiment, SPECTRUM teamed up with Hoka, DJ Doggiebag, and Fritto FM to explore how music impacts running performance. I led the creative direction for this hybrid activation—part community run, part in-store live set—blending sport, sound, and subculture to connect with Milan’s creative scene.

Community run and live set, turning SPECTRUM into a sonic test lab for movement.

Brand

Hoka, SPECTRUM

Type

Event

What

Creative Direction

Year

2023

Creative Direction: Lorenzo Zurcher
Creative Team: Toni Brugnoli, Edoardo Totaro
Photography: Toni Brugnoli
Copy: Edoardo Totaro, Andrea Rossi
Video: The Circumstances
Logo design: DJ Doggiebag
Event Music: DJ Doggiebag, streamed on Fritto FM
Project Management: Emanuele Radaelli, Lorenzo Zurcher

©Pluss Srl

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For Sound Doping Experiment, SPECTRUM teamed up with Hoka, DJ Doggiebag, and Fritto FM to explore how music impacts running performance. I led the creative direction for this hybrid activation—part community run, part in-store live set—blending sport, sound, and subculture to connect with Milan’s creative scene.

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