I developed the concept, narrative, and script for a brand anthem that turned the new name into the organizing idea for the story.
Beginning at sunrise and moving through the rhythms of the day, the film uses each new morning as a metaphor for possibility and the brand’s evolution — reassuring customers that the team, products, and service they knew remained, while giving 8am a more aspirational meaning.
Brand insights revealed an audience passionate about the work they do, not the timekeeping, billing, and operations surrounding it.
That led to a simple strategy — make the customer the hero. Instead of making the rebrand all about 8am, the story focused on what 8am could make possible: more time to do the work that inspires its customers, grow their businesses, and help their own clients succeed.
“You knocked it out of the park and made our review process really easy.”
— Candace Chumchal, Senior Director, Brand Strategy & Campaigns, 8am
