Every helmet promises to protect your brain, but if brains were all it took to mountain bike, people wouldn’t do the things they do, or care so much about how their helmet looks. Taking this insight back to a fundamental human motivator, we let riders know their egos would be fully protected wearing ABUS. Physically, and aesthetically.

For this campaign, I wrote short-form copy to emphasize the duality of brain and ego for print, video and social and long-form copy to reveal unearthed truths about mountain biking culture for a digital publication.