AXONIUS

One partner for the whole pipeline

As one of the fastest-growing technology companies in history, Axonius has redefined cybersecurity in just a few short years. In need of an agency that could translate their vision into reality, they found Ruckus, the only agency that could handle production, marketing, and media buying in one place. Axonius had raised its profile fast, and the brief was to match that growth with a story people would feel. To take the message to a global audience, Ruckus was engaged to create, produce, film, and post-produce content with Simone Biles and Amy Bream.

Human beings, not endpoints

Axonius knew its message was critical in a crowded sector. Noticing that competitors never featured human beings or the complexity of their lives, Ruckus built Controlling Complexity around two athletes who personify it. Axonius targets those intimately involved in cybersecurity daily, bringing together a common cause and mission that resonates and inspires.

Simone Biles is the most decorated U.S. women's gymnast ever and one of the most marketable athletes in the world. Amy Bream is a Nike adaptive athlete, CrossFitter, and kickboxer born with proximal femoral focal deficiency, cast after her performance at the 2021 CrossFit Games.

Storyboards to a dozen cuts

Storyboarding let Ruckus represent Axonius' brand values and show complex camera movements that are hard to articulate in writing. Set as a docu-story film, scriptwriting built the visual language and mood board for each act, carrying the theme of controlling complexity through both stories.

Production focused on how both women beat the odds and succeeded in the face of overwhelming challenges, with unique technical aspects adding a new layer to the shoots. Filmed from Houston to Nashville, the work produced over a dozen videos cut for specific channels, a diverse but cohesive set crafted for the brand's many needs.

Every funnel, every channel

Ruckus ran the campaign across every funnel and channel. YouTube drove awareness through remarketing and keyword and job-title targeting, earning 17.9 million impressions and 165,782 clicks. Programmatic display and OLV added behavioral, affinity, and contextual targeting for upwards of 42.11 million impressions. OTT spots reached viewers through iHeart and Hulu, where the EvPM North Star KPI improved quarter over quarter to an all-time high in the final months of the run.

Recall, traffic, and reach

The work delivered measurable business growth: brand recall up from 9% to 20%, more than 72 million impressions, a 690% increase in website traffic since launch, and over 201,000 clicks and counting. Across YouTube, programmatic, and OTT, the campaign exceeded the impression and CTR benchmarks it was measured against.