Giro Æther Cycling Helmet

Giro is an American sport brand that specializes in bike and snowboard apparel.

We were hired to create an out-of-home campaign to help launch their new Æther cycling helmet.

Frenetic typography visually matches the adrenaline and pace that athletes are accustomed to in competition, while product shots have a lightweight quality that reflects the helmet's physical load.

Functioning as a graphic element and headline, "We'll Stop When You Stop", ties the work together.