Axon Body Workforce Mini, the body camera specifically designed to keep frontline workers safe, with users ranging from retail employees, transit operators, healthcare workers, and workplaces everywhere. It is a small, lightweight camera under 3 inches in height with a built-in panic button. Deter, de-escalate, and record and review incidents with a lightweight camera designed to combat rising levels of violence and verbal abuse in enterprise settings.
When we set out to launch the ABW Mini from a creative perspective, we explored every angle—its market, its users, its use cases—until one truth stood out: people come first. We paired our future-focused technology and clean backdrops with human-centered studio photo and confident posing to bring a new enterprise workforce solution to life. Every touchpoint in this campaign reflects our purpose.
Axon Body Workforce Mini: more than a camera.
The teaser campaign aligned so that Phase 1 ended when we hosted 60 VIP executives at our HQ, revealing the full camera to a select few with a fun unboxing surprise and delight moment. With a hands-on activation, they also had direct access to our executive team and were able to learn about how to integrate the Axon OS Ecosystem of products into their workflows.
The full Axon Body Workforce Mini launch took place at GSX (Global Security Exchange) in New Orleans, a huge show for the market. We wanted the booth to stand out as a leader in the space with clear investment, fun activations, and room for conversations.
This launch at GSX was made up of Out Of Home digital advertising at the New Orleans Airport, oversized print placements at the Convention Center, publication sponsorships, social launch, web launch, print deliverables at the booth, PR partnerships, and booth environmental design.
Website Design by Clint McFarlin
A big part of this launch was the Canvas LED feature, a dot matrix that can be customized to any business’ needs. I showcased its flexibility by creating iconography that is completely achievable to the end user in the actual product, and we applied that to different touch points through the product identity.
The Axon Body Workforce Mini is a compact device fit to keep workforces safe. This campaign paired the Mini’s human-nature and on-body use case with its technologically-advanced edge, balancing friendliness and professionalism in tone.