ANNUAL REPORT » MARKETING SERVICES » FORSMAN & BODENFORS

Problem

Surveillance cameras are usually seen as passive security tools that only record or trigger alarms. Axis Communications developed a new AI that allows cameras to actually “understand” the objects they see, but they needed a way to prove this complex technology could do much more than just catch intruders. The goal was to inspire customers to rethink how they use surveillance and to position Axis as an innovative, creative leader in the tech space.

Solution

In partnership with Forsman & Bodenfors, Axis transformed their cameras into a live, object-detection orchestra. Instead of triggering security alerts, the cameras were programmed to trigger musical notes. Using Object Analytics AI, musicians used everyday items—like tennis balls and coffee cups—as “instruments.” As the AI identified these objects moving through specific zones, it translated the movement into sound in real time. Four cameras were played simultaneously to perform a live rendition of Also Sprach Zarathustra, turning advanced surveillance into a visible, intuitive, and artistic experience.

Outcome

By using security tech to play music, Axis successfully demonstrated the flexibility and speed of their AI to a global audience. The campaign delivered a strong brand experience, with 64% of the audience giving top-tier ratings for their overall impression and 58% noting the work was clearly differentiated from the competition. Most importantly, the creative approach translated into tangible business interest, as 55% of the audience reported a high likelihood of considering Axis for future needs, proving that the technology was not only innovative but commercially relevant.