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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.
