All sports coverages are filmed from various camera angels – except one. That angle has never been seen before. In a new experiment by Forsman & Bodenfors, video camera company, Axis Communications, is demonstrating how its cameras can withstand all kinds of conditions by freezing it inside the ice of a hockey rink, capturing the impossible angle.

“We aimed to redefine perceptions of the capabilities of our cameras and systems by seamlessly incorporating them into one of the most extensively covered sports. That is how the experiment, and this campaign came to be,” stated Malin Lindgärde, director communications at Axis Communications.

The experiment was carried out by engineers from Axis in collaboration with a film team and ice hockey players, resulting in footage that pushes the boundaries of traditional video surveillance. The discreet modular camera, usually seen in ATM machines, onboard vehicles, and other small spaces, was now frozen inside the ice, offering a completely new angle of the action taking place above.

“Many have an obsolete way of looking at surveillance. It’s not only about crime prevention; it’s an untapped world of possibilities for what Axis technology can be used for. Creatively, we wanted to highlight exactly that – to go beyond security. This time, we showed hockey from an impossible angle. Who knows what’s next?” commented Anna Karlsson, creative at Forsman & Bodenfors.

The Axis campaign will be launched across the US, and the UK.

Credits: 
Client: Axis Communications
Director Communications: Malin Lindegärde,

Creative Agency: Forsman & Bodenfors
Creatives-Art Directors: Lars Jansson & Sophia Lindholm
Creative-Copywriter: Anna Karlsson
Account Director: Hans Andersson
Account Excecutive: Helen Johansson
Digital Strategist: Peter Gaudiano
PR Strategist: Julia Sjödin
Designer: Martin Joelsson
Head of Partnerships: Jan Holm Weber

Production Company: Is this it
Founders: Björn Fävremark & John Boisen