"We never shy away from showing off the gorgeous products that Giro designs," says CP+B ACD Evan Fry of this bike buff book print campaign. "We just try to add a bit of concept where we can. When it came to their new top-dog road helmet, its name came into play as well. It's called the Ionos, which is short for ionosphere, one level above the atmosphere an appropriate name, seeing as how this helmet is not only incredibly light but it's also the most radically ventilated helmet they've ever produced. That pointed us in this 'Play with air' direction."