GRVL Sound / Chase the Frequency

May 2026

A gravel running experience where a team searches for hidden sound fragments across the terrain, gradually building an original track revealed at the finish.

URL

GRVL Activation Concept

Brand activation concept for Salomon GRVL combining running, sound design and cinematic storytelling.
Format designed as both a live experience and a hero content production.
Deliverables included concept development, narrative framework, visual direction, sound logic and production structure.

Brand: SALOMON
Partner: QUATORZE RUNNING
Product: GRVL
Cast: Trail Running Club

Music: MELKYOR
Capture: Mathias Dargnat - Elliot Gieu
Format: Hero Reel + cutdowns + photo series + retail/eShop rollout

Context

For Salomon’s GRVL line, the ambition was to imagine an activation that expressed gravel running as exploration rather than performance. Instead of building a classic community run or product test, the project was conceived as a more cultural, sensory and narrative format — one that could live both as an experience in the field and as a premium brand film.

Creative idea paragraph

GRVL Sound / Chase the Frequency follows a small team of runners on a 20–40 km gravel route, searching for hidden sound fragments placed along the course. Each checkpoint unlocks a new layer — pulse, texture, voice, melody, tension — until a complete frequency is revealed at the end. The key idea was simple: the music should not sit on top of the run, but emerge from it. The terrain, the movement, the breath and the materiality of the route all become part of the final composition.

Experience ecosystem blocks

Activation Experience
A scripted gravel quest built around five sound checkpoints and a final sound reveal.

Sound Design System
An original sonic identity developed through fragments, field textures and a final composition.

Hero Film Narrative
A film structure where the soundtrack grows in sync with the team’s physical progression.

Visual World
A premium, organic and tension-driven aesthetic combining natural light, mineral textures and minimal signal markers.

My role list

  • Strategic concept development

  • Creative direction

  • Narrative and experience design

  • Brand territory definition

  • Sound-led activation framework

  • Hero film structure and storytelling

  • Tone of voice and visual references

  • Production scoping and budget framing

Outputs list

  • Activation concept deck

  • Narrative platform and key messaging

  • Experience mechanics and checkpoint logic

  • Sound design framework

  • Hero film treatment

  • Tone and reference curation

  • Production outline

  • Budget structure