K2 Productions had a fun, action-packed opportunity to work with Scottsdale, AZ-based TASER, which manufactures the top-used conducted electrical weapon (CEW).  A TASER is an electroshock, non-lethal weapon used by police officers to subdue fleeing, belligerent or potentially dangerous people. TASER, which houses their own video department, didn’t want to work with an ad agency for their new campaign. They wanted something different.

TASER had heard about K2’s work, so they contacted us for concept development, filming, and post-production work. Ultimately we wanted a campaign that was more about the police offers, and less about the product. We conceptualized TASER’s “Rise” campaign based on the movie premise for David Ayer’s 2012 police thriller End of Watch — police officers filming themselves for the day. So the goal was to shoot the “Rise” campaign in a similar documentary style showing a day in the life of a police officer with a superhero feel. He rises in the morning, says good-bye to his family, participates in roll call, then hits the streets apprehending suspects, giving out traffic tickets, and saving a girl from a burning vehicle —  all of the ups and downs of being a police officer while he/she rises to serve and protect each day.

The campaign was less product driven, but more of a way to honor those police officers in service to their communities. The focus was always on the police officers, and you don’t even see — or hear — the TASER or the new Axon Flex headset and Axon Body Camera until the end.

We filmed for 3 days all over Charlotte—in downtown, in restaurants, and at the police academy where we got to crash and burn a brand new Audi. Basically, we had free reign of the city with the use of lots of toys and guns. That was wild! Along with some hired talent, we used all real police officers wearing their own uniforms, though we had to alter their badges and create our own badge for the shoot.

K2 chose a mixed media of cameras to shoot this day-in-the-life spot including DSLRs, car-mounted 5D Mark IIIs, and GoPro gun rigs to catch the officer’s viewpoint and also capture that ‘gaming look’ that’s grown so popular. We loved shooting the officer action and established some great relationships with the police officers. We were honored to be a part of this campaign and salute all officers who serve their communities.

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