I loved working with Giro. Because everybody at the company was as hard-core about cycling as we were about marketing.
At lunch they’d go for 50-mile rides. We’d sit on our asses and come up with ways to tweak their voice. I spent inordinate (unbillable) hours working on the copy for the warranty cards that came with the helmets, trying to get the tone exactly right. I must have nailed it because the client got several letters and phone calls from consumers who actually took the time to read the entire piece and wanted to express their appreciation.