Campaign for Smart Watch Product Launch
Mockup showing the new Microsoft Smart Watch Product Launch


Microsoft set out to create a new product line for the next generation of health enthusiasts. We teamed up with Microsoft’s internal team and BlackOps to help research and develop the then unnamed and unbranded, Microsoft Band. Pastilla helped name the product and find its position in the marketplace with a progressive notion of building one of the first smart watches of its kind.

This project featured an altogether progressive notion to build one of the first smart watches of its kind.


Collaborate with Microsoft’s internal team to push a new device from the ground up to an all new customer niche.


Develop a strategy critical to positioning the XBox teams new product concept for the future through early naming, identities, mock advertisements, packaging, and brand attributes for internal approval.

With an integrated collaboration between Microsoft’s internal team and our agency, we conducted research, strategic thinking, branding and design to identify the band’s core marketable strengths to compete with its competitors.

The close collaboration between everyone involved led to Microsoft producing and releasing the Microsoft Band. Our final designs, graphics, and ad concepts were featured in the Microsoft Band commercials.

The Microsoft XBox team received approval to develop and launch the Microsoft Band device.