Microsoft Surface Dial - Case Study
Showcasing the Next Generation of Creative Tools for Microsoft Surface
Introduction
Microsoft partnered with Watts Media to create a brand film introducing the Surface Dial - an innovative tool designed to enhance the creative workflow for artists, designers, and makers. Inspired by the Dial’s simple, circular form, we crafted a film that mirrored its elegance and clarity. The story followed a diverse group of artists as they explored their creative processes, each journey unfolding in a continuous 360° arc that echoed the Dial’s iconic shape.
Business Challenge
Microsoft needed a film that would:
introduce the Surface Dial as a breakthrough creative tool
inspire artists and designers to integrate it into their workflows
unify seven distinct creative concepts into a single cohesive narrative
elevate the product beyond its technical features and into emotional territory
This required a storytelling approach that was both aspirational and grounded in real creative practice.
Creative Challenge
The Surface Dial’s design is minimal and intuitive—yet its impact on the creative process is profound. The challenge was to translate:
its circular form
its tactile interaction
its role in creative flow
…into a cinematic experience that felt anthemic, inspiring, and true to the creative community.
Our Solution / Creative Process
Watts Media developed a concept that used the Dial’s circular design as a metaphor for the creative journey—an ongoing cycle of exploration, challenge, and breakthrough.
A Multi‑Artist Narrative
We told the story through four individuals, each representing a different creative discipline. Their experiences—moments of uncertainty, discovery, and momentum - mirrored the emotional rhythm of the creative process.
A Visual Language Inspired by the Dial
Circular motion, continuous transitions, and clean compositions reinforced the product’s design language and created a cohesive visual identity for the film.
An Original Musical Score
We composed a custom score that captured the tension of creative block and the exhilaration of ideas coming to life, amplifying the emotional arc of the narrative.
Results
The Surface Dial brand film became a memorable and defining piece for one of our favorite Microsoft partners. It helped introduce a new creative tool to the world and positioned the Surface Dial as an inspiring companion for artists and designers.
