JULBO
How do you support the launch of a helmet for a brand historically known for its eyewear?
“RIDE FAST.
HEAD SMART.”
Julbo, a recognized specialist in outdoor equipment, has entered a new market in 2022: bicycle helmets. In 2024, it launches its new helmet, "Finisher", in partnership with Groupama-FDJ. Designed with the same concern for excellence and innovation that characterizes the brand, this model combines style and performance.
- Product launch
- Big Idea
- Creative Concept
- Production Management
- Photo and Video Production
- Artistic direction
Our mission
Find a concept, develop its strategy and manage the creation of the various contents by combining AI in the first instance and the realization of assets in the second.
From AI…to HI, Human Intelligence.
We had the privilege of working with the Groupama-FDJ cycling team, with David Gaudu as the headliner.
The strategic approach to communication was summed up in three key words: style, performance and emotion.
#FINISHER
The results
Following moodboards created with AI, we were able to define an artistic direction that would enhance the DNA of the product and add a new dimension to the Julbo helmet range. The next step was to shoot David Gaudu in the studio in Nice.
A few months later, surrounded by a team of photographers and filmmakers, we went to Tenerife to capture unique images of the Groupama-FDJ team training.
This project was a major collaboration with Julbo’s marketing and design teams to support the launch of their first professional helmet, which followed the riders during the 2024 Tour de France.
6 months passed between the brief and the publication of the video for the start of the Tour de France.
The risk paid off as we were able to reproduce our AI creations, show the technical nature of the product through graphic design, and convey emotion and a taste of challenge directly to the cycling community.
Key figures
- About ten collaborators
- Two filming locations
- One video
- Two key visuals
- Around sixty selected photos
- 140 assets in over 25 formats
And action!
"Mauris sit amet massa vitae tortor condimentum lacinia. Accumsan in nisl nisi scelerisque eu.
- Lectus quam id leo in vitae turpis massa sed.
- Nunc faucibus a pellentesque sit."