Optical camera communication (OCC) systems, which utilize image sensors embedded in commercial-off-the-shelf devices to detect time and spatial variations in light intensity for enabling data communications, have stirred up researchers' interest. Compared to a direct OCC system whose maximum data rate is strongly determined by the LED source size, a reflected OCC system can break that limitation since the camera captures the light rays reflecting off an observation plane (e.g., a wall) instead of those light rays directly emanated from the light source. However, the low signal-to-noise ratio caused by the non-uniform irradiance distribution produced by LED luminaire on the observation plane in current reflected OCC systems cannot be avoided, hence low complexity and accurate demodulation are hard to achieve. In this paper, we present a FreeOCC system, which employs a dedicatedly tailored freeform lens to precisely control the propagation of modulated light. A desired uniform rectangular illumination is produced on the observation plane by the freeform lens, yielding a uniform grayscale distribution within the received frame captured by the camera in the proposed FreeOCC system. Then, the received signal can be easily demodulated with high accuracy by a simple thresholding scheme. A prototype of the FreeOCC system demonstrates the high performance of the proposed system, and two pulse amplitude modulation schemes (4-order and 8-order) are performed. By using the freeform lens, the packet reception rate is increased by 35% and 32%, respectively; the bit error rate is decreased by 72% and 59%, respectively, at a transmission frequency of 5 kHz. The results clearly show that the FreeOCC system outperforms the common reflected OCC system.