Apex is a true leader in payroll and HR software, known for creating solutions that are technologically advanced compared to the competition. For their national advertising campaign, Inward strategized that this element needed to be the focal point. The creative team came up with the idea to compare the competition to a 90s grunge, meaning they are outdated. Inward directed a photo shoot with Atlanta photographer Chris Hamilton and a model was styled with a flannel shirt, long hair, and boots. Combined with the tagline, “If you want payroll software inspired by the ‘90s…may we introduce you to our competition?” the campaign got a lot of attention. The last thing you would expect to see on payroll software company’s advertisements is a 90’s rocker dude, but that is exactly what Inward did and the result is a memorable ad campaign that also works.