The Giro Atmos helmet, short for atmosphere, will be protecting the dome of Lance Armstrong when he goes for his sixth Tour de France this summer. Whether it will help fly him to victory we don't know, but these ads, seen in two-wheel buff books, could do great double duty if the Air Force had a bike division. "What do you do for a product as beautiful as a Giro?" wonders ACD Tony Calcao. "You show the darn helmet and not clutter the imagery with copy about features and specs. The Atmos' name is derived from the idea that the helmet is light as air. The fighter jet references simply come from a rider's desire to go fast. Mark Laita shot the sky views and then projected them onto the helmet in order to get their reflections, before photographing them in a studio."