Purpose into production.

Pax8 wanted to bring the people behind small businesses into the heart of its brand story. Working closely with its marketing leadership, Mineral helped develop Sunrise: a film that connected the company’s technology to the ambitions of the people it serves.

Initially conceived as a small-town Americana production, the project evolved during our location scout. Given Pax8’s global reach, we worked with Pax8 to scale the production to ensure a global feel. We helped reshape the script and expanded production from Michigan to Ireland and London, arranging the international production in a matter of days and executing in just 3 weeks. Editing began while production was still underway, allowing us to deliver the finished film within three days of wrapping the final shoot.

Originally intended to accompany the CMO’s presentation at an internal event, Sunrise was adopted by the CEO for his own marquee presentation. Pax8’s leadership described it as a breakthrough in the company’s brand narrative, anchoring its “SMB in the center” message and setting a new creative standard for future storytelling.

“No one can synthesize our ideas and put them to screen like you all. It was as if you were living inside my mind.”

— Tom Gavin, CMO, Pax8