These two pages are out of a book from the studio named Handwritten: expressive lettering in the digital age. I've blogged in particular about these ads for Giro helmets made by Tony Calcao who was the art director and letterer for this project because it highlights how important it is having the right typeface on your ad. The three ads feature clever images of common objects made from the helmets with the accompanying words beauty, passion and breathe.
Using a handwritten scrawl as the typeface has a much better effect of reinforcing the words being written such as beauty because scrawls are often more personal. The overall feel of the ad could have been more corporate if they had used a formal font such as helvetica so I think in this instance the handwritten typeface works well.
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