The Doom Race is an interactive installation that makes visible the invisible labour generated through doomscrolling, the automatic and continuous consumption of digital content. The experience transforms this everyday gesture into a physical action: users rotate a car wheel that recreates the movement of scrolling, while a screen displays an accelerating stream of content shaped by their interaction.

At the end of the experience, the system calculates the participant's activity and presents it as work performed for the algorithm, revealing how platforms turn attention, movement and time into commercially valuable data. In this way, an apparently passive action is reframed as a form of production that feeds and optimises digital systems.

Through humour, irony and a racing-inspired aesthetic, The Doom Race turns an everyday habit into a physical, critical and deliberately uncomfortable experience. Exhibited at Sónar+D 2025, the project invites users to question who truly benefits from their online behaviour and how much control they retain over their attention and digital autonomy.