Axon Body Mini Launch
Axon Body Mini is a lightweight body camera, purpose-built for workforces.
Axon Body 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 AB 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 Mini: more than a camera.
Keeping the launch neutral between industries was important, while still highlighting the human element of the worker.
I created a launch plan in 3 phases.
1: Teaser Campaign
Axon Body Mini in shadow on the workers it is made for, those on the front line of violence in the workplace
2: Camera Glimpse + VIP customer Summit
Images of the LED Matrix screen display and naming the workplaces in vector-forward imagery launch on the same day that we hosted our biggest customers in the security space at our HQ where we gifted them models of the new mini cameras and walked them through implementation in a secret launch
3: Launch at GSX Conference in New Orleans
Full Image launch and booth takeover at the GSX security conference in New Orleans. This was paired with OOH ads at the airport and circling the conference center as well as sponsorship buys throughout the conference.To prepare for the launch I created an art direction deck for my creative director to use on set with our photographer. It included inspiration images, a detailed social strategy plan, and a shot list. I then created an asset library to serve as a source of truth for handoff with other teams for execution.
Phase 1: Teaser Campaign
Phase 1 of the Axon Body Mini campaign is the most obscured view of the camera. It features the LED Matrix display animations. The audience doesn't yet know what a major part of the new camera these LED dots are, as a new aspect of the mini camera if feels like an attention-grabbing element to feature. 
Phase 2a: Camera Glimpse
Phase 2 of the Axon Body Mini campaign is where we get a first look that this product is a camera. Here, we are emphasizing its connection to people-first.
Phase 2b: VIP Summit
On the same day when we launched the first Camera Glimpse creative, we had a private VIP experience for our top customers in the security space at Axon HQ. They were gifted boxes with the camera and had 1:1 conversations with Axon executives and the engineers who built the Axon Body Mini to hear about how it can integrate into their workplaces followed by Q+A.Phase 3: Launch
The full launch took place at the GSX conference in New Orleans. Pairing with the booth experience focused on Axon Body Mini, I created an out of home campaign and the social media launch.
