RIGHT NETWORKS

The cloud platform behind the accounting profession

Right Networks is the intelligent cloud platform built for accounting firms, founded in 2002 in Hudson, New Hampshire. It gives firms secure application hosting, cybersecurity, and managed IT in one place, and more than half of the Top 25 accounting firms run on it.

In October 2023 the company rebranded as Rightworks, uniting Right Networks, Rootworks, and Transaction Pro under one name. Ruckus was brought in for the moment that mattered most: a signature brand campaign to introduce the new identity to the people it serves.

How do you make cloud hosting feel like a championship

Cloud, security, and managed IT all sound interchangeable, and nobody remembers a provider that plays it safe. Three products were becoming one name, and the new Rightworks identity needed a story that made the change feel like an upgrade, not a logo swap.

Accountants carry their clients through the hardest days of the year, deadlines, audits, staffing crunches, and rarely get celebrated for it. The work had to speak to them as the pros they actually are, not the invisible people behind the scenes.

For The Win

Every spot opens like a televised sporting event, complete with two announcers calling the play. An accountant hits a wall, cybersecurity, a looming deadline, a staffing crunch, and gets the assist from Rightworks. Then the office becomes a championship stage. The accountant is the champion, Rightworks is the teammate who got them there.

Each spot runs the same three acts: the broadcast open sets the stage with two announcers and lower thirds, the assist marks the turning point, and the championship crowns the client as the camera pushes in and the office transforms into a stage.

Four wins, one hero film, a two-day shoot

The campaign built four thirty-second spots, Simplicity, Security, Expertise, and Community, each tied to a real Rightworks capability, plus a sixty-second hero film that ties the roster together. Scripts, storyboards, casting, wardrobe, and production design carried through a two-day shoot, edit, color, and mix into five finished films and twenty campaign stills.