| Philosophy | An ice hockey game is covered by cameras from all angles, except one. In a new experiment, Axis Communications, a leader in network video, is demonstrating how their camera can withstand all kinds of conditions. How? By freezing it inside the ice of a hockey rink, capturing the impossible angle. It is their first campaign together with Forsman & Bodenfors. Known for its pioneering and innovative work in network technology, Axis Communications enables a smarter and safer world by creating solutions for improving security and business performance. To prove this, Axis, together with creative collective Forsman & Bodenfors, conducted an experiment where they explored the limitations of Axis technology. By deploying one of their cameras in the most unexpected place – they captured an angle never seen before. 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. Axis campaign will be launched across the US, and the UK. |