The Swedish filmmaker Ingmar Bergman once said that the only way to free yourself from technology is to master it. Exploring ways to use new communication technologies in the creative process is what this project is all about.

It all started when Ericsson - the telecoms leader - wanted a way to tell everyone what anytime, anywhere broadband access means to the way we all work and play.
Ericsson needed to develop a video on the theme of “speed of change” to use at conferences and customer seminars. Together with the creative people at Volley, Moxie and Framestore, a concept was developed. It was all about how a band, in a world powered by digital media and broadband, could quickly spread their new hit single - “Speed of Change”.

It was during the project’s creative process that something happened to us all - the production team, the band, the agencies and Ericsson. We all felt and experienced the power and reality of what we were doing. It made no difference if we were involved with the creative idea, the song, the video, the power of technology or the dynamic team. Who knows? It was probably a combination of it all. But most importantly, we couldn’t shake the sensation that we were involved in a documentary rather than a production of fiction. In fact, we even felt that the song we made was so good that the whole project could really become reality.

This project is all about sharing ideas, learning a lot and having loads of fun. And that’s why we decided to invite you to join too. Well, we certainly want to share the music with you so that maybe, together, we can set it free - at the Speed of Change.