Microsoft Surface Pen
Introduction
Watts teamed-up with the Microsoft Surface Marketing team to build excitement for the all new Surface Pen. The goal of the video was to highlight improved functionality and cutting-edge software applications that take full advantage of the new Pen’s enhanced pressure sensitivity; and its seamless integration with the new Surface Studio and Surface Pro. This video was shown live to an audience of millions to help propel Windows & Devices CVP Panos Panay’s Keynote at Microsoft Surface’s Global Launch event in Beijing, China.
Business Challenge
The challenge wasn’t to introduce a brand‑new product - it was to highlight breakthrough features in a way that felt fresh, inspiring, and relevant to creative professionals. Microsoft needed a film that would:
capture the attention of designers, illustrators, and digital artists
communicate the Pen’s technical advancements with clarity
demonstrate real creative workflows, not abstract specs
support a high‑stakes global keynote moment
This required a storytelling approach that blended product precision with emotional resonance.
Creative Challenge
The Surface Pen’s improvements were significant, but subtle. The task was to translate:
enhanced pressure sensitivity
reduced latency
tilt functionality
natural writing and drawing feel
…into a visual language that creative audiences would immediately understand and feel.
Our Solution / Creative Process
Watts Media developed a product‑driven, UI‑focused film that showcased the Surface Pen in action, demonstrating how its new capabilities unlock more expressive, intuitive creative work.
Capturing Real Creative Workflows
We filmed authentic drawing, sketching, and design scenarios to show how the Pen behaves in real hands—not staged or simulated.
Highlighting Precision and Responsiveness
Close‑up shots and motion‑driven UI sequences emphasized the Pen’s enhanced pressure sensitivity and fluid interaction with Surface Studio and Surface Pro.
Elevating Creativity Through Technology
The narrative centered on a simple idea: for the first time, digital tools feel as natural as pen, paper, and brush—empowering creatives to work without limits.
Results
The Surface Pen launch film delivered exceptional impact:
Over 1 million views across social channels within the first 10 months
Featured live during Panos Panay’s keynote at the Microsoft Surface Global Launch
Strong engagement from creative professionals and Surface fans
A highly satisfied Microsoft Surface Marketing team
The film helped position the new Surface Pen as a breakthrough tool for modern creators.
