Conscious Sightseeing Club is an observational project born from a simple question: do locals and tourists actually experience the same Barcelona?

Using Strava as a data capture tool, we built a running club that tracked walking pace across the same routes — revealing how rhythm becomes an invisible marker of perception, familiarity, and belonging in a city. The slower you move, the more you're seeing it for the first time.

Role:
Concept (with María Maggi), art direction, naming, and channel strategy. The project lives as an active Instagram presence and a real Strava running club — not a presentation, a system.

Disciplines:
Creative Direction · Art Direction · Data Visualization · Storytelling · Branding