30% Lighter Ads

Giro Helmets was releasing a new bike racing helmet, the Remedy CF, a carbon fiber helmet that was significantly lighter than their previous helmets. Playing off the 30% Lighter concept, I took the position of showing bikers doing jumps, but not showing the riders’ heads, using the concept of “Your bike weighs enough, don’t add more weight with your helmet.” The series would introduce the campaign with the first ad and then build upon that with the successive ads, showing instances where riders would want to be as light as possible, being helped by the new, lighter helmet.