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    Forsman & Bodenfors and Axis Communications Put Music Under Surveillance

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    Axis Communications has teamed with Forsman & Bodenfors, the Gothenburg, Sweden-based ad agency, to create what’s billed as the world’s first object detection orchestra. Together, they turned video surveillance cameras, powered by AI, into fully playable instruments, showcasing the creative potential of surveillance technology like never before.

    The experiment reimagines Richard Strauss’s “Also Sprach Zarathustra”–best known from 2001: A Space Odyssey–not with violins and horns, but with tennis balls, a coffee cup and a fire extinguisher. As the objects move through the surveillance cameras’ field of view, AI-based analytics transform them into notes in real time, turning what used to be passive observers into responsive instruments.

    “This experiment shows how far we can push our technology. It’s also a very illustrative way of showcasing how it works. Turning surveillance cameras into instruments–and building an orchestra–proves that the same systems designed for security can also create something completely unexpected,” said Malin Lindgärde, director, brand and communications at Axis Communication.

    The piece was arranged by Swedish producer Jonas Quant and performed by four musicians playing four cameras simultaneously. Instead of keyboards or strings, different areas in the camera view were programmed to trigger singular notes or sequences–creating invisible instruments played in mid-air.

    “In a category where technology is usually invisible, we wanted to create something you can both see and hear. Axis already delivers outstanding tech–but by pushing it in an unexpected direction, we show the creative potential that exists when you take surveillance beyond security,” said Thomas Bennett, creative at Forsman & Bodenfors.

    The object detection orchestra blends art and engineering in equal measure, showcasing what happens when creative storytelling meets cutting-edge technology. It’s surveillance–re-scored.

    This film introducing us to the object detection orchestra was directed by Felix Scheynius of Scandinavian production company New-Land.

    Credits

    Client Axis Communications AB Agency Forsman & Bodenfors Marcus Lindh, creative/art director; Anders Malm, Thomas Bennett, Joel Bristulf, creatives/copywriters; Peter Gaudiano, digital strategist; Jonathan Eng, designer; Asa Hammar, producer; Maria Hallenborg, planner/strategist. Production Company New-Land Felix Scheynius, DP; Jesper Spanning, DP; Sophie Tamm Christiansen, exec producer; Kith Hansen, producer. Editorial Martin Zaar, editor. Color Grade Tind Post Kasja Kiuttu, colorist. Sound MartinMighetto. Online Evelina Astrom. Music Jonas Quant, music producer.

    Genre:Music
    Media Type:Film: Short
    Video Tags:Forsman & Bodenforsnew-land



    Six Flags, Creative Agency TMA “Come Out and Play” For Halloween

    Wednesday, October 1, 2025

    Six Flags Entertainment Corp wants to own Halloween as the scary destination that delivers the most screams. Last year, Six Flags debuted a long-form ad (“Tick.Tick.Tick.”) starring a clown who terrorized a group of housemates before luring them to Six Flags with Gold Passes. The rallying cry: “Don’t Keep Fear Waiting.”

    This year, Six Flags is back with an even bigger, bolder and scarier film, which helps show off the Halloween attractions at participating parks. In fact, it’s not really an ad at all. It’s a nearly eight-minute horror film created by horror aficionados for visitors to the park who love their scares. Titled “Come Out and Play,” the short leans into the arthouse side of the horror genre, with a pervasive mood of dread, hair-raising sound design, and, of course, a mysterious threat lurking in the shadows. He’s called Smiley, and he’s looking for a friendly face, in a sense. The goal: for viewers to feel the fear they will experience when they visit a participating Six Flags park this Halloween.

    During spooky season, many Six Flags parks transform at night into landscapes of haunted mazes, immersive scare zones filled with costumed creatures, live performances, and themed food and drinks. While most of the park is open, including major rides that operate in the dark, the mazes and scare zones are the main attractions for guests 13 and older.

    The film was created by TMA, Six Flags’ creative agency partner and the shop behind last year’s acclaimed “Tick.Tick.Tick” longform ad. TMA’s chief creative officer Harris Wilkinson, who wrote this year’s film and co-directed with John Suits of Natural Selection, said, “This is branded entertainment with one goal in mind: to make Six Flags THE Halloween... Read More

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