Giro Helmets

One of the first clients WILDERNESS agency landed was Giro snow helmets. One Bob Scales reached out to me as a fan of my work on Coal Headwear’s advertising as well as Holden Outerwear’s first bunch of years, which Goo had worked on since their beginning. I dragged John “Goo” Phemister and David Nakamoto into the mix and we tackled Giro as a team.

Giro was a brand that could claim the biggest names in the cycling world. And yet them showing the “big moment” anymore was getting a bit predictable. Yet another epic Lance Armstrong moment? Sure, it worked, but there were so many other stories and angles we could explore with some simple back-to-basics approaches.

What WILDERNESS brought to the table was this: A subdued confidence in the moments before the “lifting of trophies” shot and the moments after. Show the guy gearing up to kill it. Show the details of the gear in a casual way, free of schlocky copywriting and forced tropes. Show it in a way where EVERYONE can see themselves using it. That’s a different philosophy. And this is something Goo and David taught me while at Cinco Design.

The task at hand was to reset Giro in the snowboarding industry. And I’m proud of how that first winter set a tone that WILDERNESS could build on with Bob for years to come, which eventually spilled over into the cycling side of things, too! Goo and Dave worked on Giro for just shy of a decade, and I’m thankful to be there when that run started.

Giro Helmets 2010-2011
Snow Helmets
Ad Campaign

Project Details:
01. Ad campaign for Giro snow helmets.
02. A WILDERNESS project teaming up with John “Goo” Phemister and David Nakamoto.
03. Photography by Mark Welsh.
04. As directed by Bob Scales.
05. 2010.

Giro Helmets
“OneStep” Logo

Project Details:
01. Identity for Giro helmets’ OneStep program.
02. As directed by Joel Kleinberg, Leo Battersby and Jennifer Crotteau through Nemo Design by way of Giro helmets.
03. 2011.