Launching a wearable health device into a crowded market
Client
Halcyon
Year
2024
Services
Campaign, Motion & Film, Launch Site
The problem
Halcyon had a genuinely better product — three days of battery life, clinical-grade sensors — and no way to say so that cut through a category already dominated by two household names with nine-figure marketing budgets.
The process
Campaign concept
Instead of competing on features, we built the launch around a single idea: 'the watch that lets you forget it's there.' Every asset reinforced absence, not presence.
Film & motion
A 60-second anthem film shot without dialogue, paired with a motion system for retail displays and paid social that could be cut down to 6-second loops without losing the idea.
Launch-day site & retail toolkit
A single-page launch site built to survive a traffic spike from a single influencer post, plus a retail partner toolkit so in-store teams could tell the same story without a script.
The result
The campaign film crossed two million views in its first week without paid amplification, and Halcyon sold through its entire first production run in twelve days, landing at #3 on launch-day best-seller charts in its category.
2.1M
Organic campaign views
12 days
To sell through first run
#3
Launch-day category rank
Next project
Vertex Labs