Giro

↳ Challenge

Giro is a pioneering force in performance cycling equipment, with a heritage spanning decades of tour wins, breakthrough products, and athlete partnerships with elite teams like Team Visma | Lease a Bike and Canyon//SRAM. Yet in a category increasingly crowded with lifestyle-driven competitors, Giro needed a Spring/Summer ‘25 launch campaign that would reassert its position as the definitive brand for serious cyclists who are consumed by the sport and any available advantage.

↳ Opportunity

Working alongside Giro’s leadership, we identified the opportunity to reclaim the brand’s position through elevated storytelling rooted in authenticity—the tangible proof points of an obsession shared by both brand and athletes.

Together, we developed “Artifacts of Obsession,” a flexible campaign system that celebrates the evidence of that shared dedication: storied race wins, unthinkable comebacks, proprietary technology, and an unmistakable design language refined over generations. The narrative framework was designed to integrate real-time team content alongside custom assets we shot and art directed together, allowing Giro to capture the energy of live competition while conveying their distinct designed for sport perspective.

The work spans creative direction, copywriting, photography, and a campaignable system of templates and guidelines utilized globally across social, digital, and physical channels.

↳ Outcome

The campaign allowed Giro to transcend a crowded category—positioned not as another equipment maker, but as preeminent ingredient to a shared obsession for cycling.