To launch the Synapse bike platform to elite athletes, Cannondale needed a campaign that stood apart from the typical feature-focused messaging of its competitors. While the Synapse’s engineering offered unmatched performance across tough terrains and all-day rides, we uncovered a deeper insight: cyclists ride not just for speed, but for the experience. With that emotional truth in mind, we shifted the focus away from specs and toward storytelling. Elite cyclist Eric Brunt was cast as the voice of the campaign, which centered on the simplicity and joy of the ride, brought to life through cinematic footage and his own personal reflections.