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    Home » Forsman & Bodenfors and Axis Communications Put Music Under Surveillance

    Forsman & Bodenfors and Axis Communications Put Music Under Surveillance

    By SHOOTFriday, October 3, 2025Updated:Thursday, October 2, 2025No Comments423 Views
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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.

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    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



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

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