Moose Manifesto

Challenge: A Company-Wide Cultural Moment

Rapid7 had experienced rapid global growth, and with it came a pressing concern: how to preserve the unique culture that had fueled their success. To explore this, the company launched internal questionnaires and focus groups, gathering input from employees across the organization. The outcome was a document that captured the essence of their shared values and culture — The Moose Manifesto (named after “Moose,” their nickname for employees).

The goal was to debut this manifesto at Rapid7’s global kickoff meeting in a memorable way — by turning it into a video featuring every employee.

Ambition Meets Deadline

The request was bold: film over 800 employees across nine global offices (plus remote workers) in just under two months — all leading into the busy holiday season.

Timing was tight. The kickoff event was scheduled for early January, and filming needed to wrap before the end of December — all while navigating Thanksgiving, Christmas, and New Year’s.

A Culture Ready for the Spotlight

What made this ambitious project possible was Rapid7’s vibrant internal culture. Employees, including executives, were used to engaging in creative video content, often participating in humorous or theatrical presentations during company events. This built-in trust and enthusiasm meant employees were not only comfortable on camera but eager to contribute.

Support from the Chief People Officer and Chief Marketing Officer gave the project top-level visibility and helped clear roadblocks, while exceptional internal partners — the Director of Experiential Marketing and Senior Manager of Content Marketing — brought expert-level organization and coordination.

A Global Production Plan

One of the most unique elements of this project was the secrecy surrounding the Moose Manifesto itself. Employees were given only the individual lines they were assigned to record—typically three to four words each—and had no visibility into the full script. The first time they experienced the entire manifesto would be during its debut at the kickoff event, making the reveal even more impactful and emotionally resonant. Resonate developed a detailed plan for coordinating filming across continents. The Moose Manifesto script was broken into short 3–4 word lines, each assigned to employees via a master spreadsheet. Everyone was also assigned the same final line to create a unified closing shot.

To execute the filming:

• Resonate covered headquarters and one remote office.
• Local crews were hired for the other global offices, sourced through a network of contacts and research.
• A production guide and sample video ensured consistency across all crews.
• For remote employees, Resonate created a DIY filming guide with best practices and examples.

Filming took place during the first week of December, and footage was delivered digitally or via hard drive shortly after.

Editing at Scale

The edit was a monumental task in file organization and creative decision-making. Each employee clip was split into:

• Line 1
• Line 2
• Closing line

Folders were created for each line of the script, and every clip was sorted accordingly. During editing, Resonate selected clips based on:

• Clarity and delivery
• Emotional tone
• Visual variety
• Representation across global offices

Creative choices included group deliveries, repeated lines for emphasis, and multi-box compositions to enhance visual rhythm. Employees who didn’t appear in the body of the video were all featured in the final line — shown as an expanding grid of 272 people.

The Result

The finished video was a surprise reveal at the company’s global kickoff. It achieved its mission: showcasing the voices of the entire Rapid7 community and reinforcing what it means to be a Moose — without giving away the content ahead of time.

The Moose Manifesto video became a lasting, powerful symbol of the company’s values, culture, and commitment to unity through growth.