To capture the attention of consumers, 'Nutcase Helmets' worked with agency 'The Community' and illustrator Juan Bakea to devise a series of print ads that playfully exaggerate the capability of its products.
In order to do this, Juan Bakea reimagined the typical cyclist as a large-headed cartoon. Each wears protective gear, which range from heavy armor to vintage scuba gear. As they bike however, they're being attacked by an enormous animal, or in one case, a ninja with nunchucks.
While one man travels, a fire-breathing dragon follows closely behind. In another, the cyclist continues to ride while a vicious lion clamps onto his head with its teeth. With these Nutcase Helmets ads, the brand shows how strong its products are -- telling consumers that they'll be kept safe while wearing them no matter what.