A global roadshow video series, captured across eight countries in eight languages.
COMPANY: Axon INDUSTRY: Public Safety ROLE: Global Art Director PRODUCTION: Need A Fixer
Overview
Axon was accelerating its push into international markets. In 2023, the company's international segment was one of its fastest-growing — and the annual Global Roadshow, which brought Axon's full product ecosystem to public safety agencies across Europe, was a critical part of making that expansion real for customers on the ground. The problem: the roadshow had never had a cohesive visual identity or video series to match the scale of what it was selling.
Goal
As Global Art Director, I was brought in to build that from scratch — eight city stops, eight interview videos in local languages, and a library of photography that could be used across the roadshow, social, and future campaigns. The work had to feel like Axon globally and authentically local at the same time.
My Role
I started with creative direction: a moodboard and preproduction deck that defined the look and feel — editorial, documentary, grounded in real environments and real people rather than staged tech shoots. I benchmarked against work from BBC, NatGeo, and leading enterprise brands to set a clear visual standard.
On the production side, I ran a vendor search and found a production company working with local crews in each country — the same crews that had shot for BBC and NatGeo — at a fraction of the cost of the two agency bids I received, both of which came in well into the six-figure range. I structured weekly preproduction calls, ran post-shoot reviews after each stop, sourced all eight soundtracks myself, and provided motion graphics for each city to keep the series visually cohesive while letting each location breathe on its own.
I managed the executive producer relationship end-to-end: alignment on creative goals, approvals, and final delivery across every format needed.
Outcome
We delivered all eight city videos, a full-series highlight reel, and over 1,000 select photographs — on time and around 60% under budget (including savings from self-sourcing soundtracks and providing in-house motion graphics.) The content ran across Axon's owned social channels and was picked up by local media in several stops. It set the creative standard for how Axon tells its global roadshow story and became the reference point for future international productions.
HERO VIDEO HIGHLIGHTING THE SERIES ACROSS ALL COUNTRIES
PARIS, FRANCE
SEVILLE, SPAIN
ROME, ITALY
KOKSIJDE, BELGIUM
LISBON, PORTUGAL
FRANKFURT, GERMANY
