Axis capturing ice hockey from an impossible angle in new campaign

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.

“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,” said 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?” said Anna Karlsson, creative at Forsman & Bodenfors.

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