The strategic and creative objective was to find an interesting, never-before-seen, adidas-only point of view to tell the story of the journey to the world cup. The natural answer was to put cameras into the brazuca, the official World Cup ball.

Technical challenge was twofold: 1. How do we get cameras into a football while retaining the properties of a football? 2. How can we process the footage captured with the cameras in the ball so that it is viewable and usable to tell our story?

We worked very closely with adidas Innovation Lab to make sure that the camera ball we set out to create was true to the brazuca. The innovation was created for professional use, to withstand the kicks of professional athletes and to innovate the storytelling opportunities for the adidas World Cup films.

The adidas brazucam is a custom-made camera system that is packaged in the size, shape and skin fo a regulation brazuca ball. Though it looks like a brazucam from the outside, it's packed with technology that allows it to capture football from a whole new angle.

The brazucam is a unique blend of modern rapid manufacturing techniques, custom software and traditional craftsmanship. Partners from all over the globe worked together to create the brazucam and its unique view of the World Cup.

Since we have completed the initial build of the camera ball, adidas has requested that we look at how to implement the technology into other balls. We are currently working on a discovery project for implementing it into a hand ball. The main influence for the technology is in the unique kind of storytelling we can offer from the ball's point of view.