Jordan Sher is a leader in brand, creative, and advertising.

When it comes to cycling, there’s something elegant about suffering. It’s at once both magical and horrible. Sufferfest is a line of indoor cycling training videos that are designed to introduce more suffering into your training than ever before. Cyclists love it and hate it, but they can’t deny its effectiveness. This campaign, using shots of pro racers as they finished a particularly hard day at the Giro d’Italia, captured the suffering, elevated it, and communicated both the romance and torment that it brings.