Commissioned by HE deodorants to support its “Spin Out Loud” content series, this compact digital set was designed for India’s top DJs to perform and record live sessions.

The task: translate the brand’s loud, masculine, street-savvy tone into a camera-perfect recording space.

The core metaphor — a stacked wall of speakers and signal devices — combined functional acoustics with brand mythology. CRTs, boomboxes, and radios were styled not for nostalgia, but to signal street audio authority — evoking a time when music culture was physical, personal, and tribal.

Every spatial element — from mesh grid walls to neon lines — was calibrated for close framing, reactive light, and brand visibility. The set needed to feel raw, immersive, and hyper-designed — a background that amplified the DJ but never stole the show.