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TalkTalk gives X Factor fans a shot a superstardom during commercial breaks

Continuing its sponsorship of The X Factor for the tenth year, TalkTalk released ‘FX Star’ – an app that allows users to create their own music videos, lip-syncing along to their favourite tracks, and adding fun filters such as ‘Apple Head’, ‘Teddy Boys’, ‘Party Paint’, ‘Comic Book’, ‘Solar System’, ‘Glam Rock’, or ‘Flower Power’. MPC teamed up with CHI&Partners once again to design and build the fun app, which launched in the App Store and Google Play. The filter-based idea was technically ambitious for the MPC team, relying on seamlessly integrating real-time face-tracking, 3D rendering and video recording.

The best videos submitted by the general public each week through the app, were then selected to air on TV during The X Factor ad breaks, which were watched by milli

ons of viewers.

David Parslow, TalkTalk Marketing Director, commented: “The TalkTalk X Factor ad breaks have become so iconic to the point that they’re almost synonymous with the show. Over the years we’ve helped hundreds of fans appear on TV, given away thousands of money-can’t-buy prizes and delighted thousands of TalkTalk customers with tickets to the show – giving fans the chance to see their favourite acts, judges and presenters live in action.”

Jim Bolton, Deputy Executive Creative Director at CHI&Partners, said: “TalkTalk has brought some great user-generated content to the big screen over the past ten years. We wanted to build on that and make this year’s X Factor sponsorship big, special and memorable. Filters deserve to be shared and extended to the TV platform – after all, who doesn’t want to be a comic book character singing Zara Larsson’s ‘Lush Life’ with their mum and dad?”

This marks a continued partnership between MPC, CHI&Partners and TalkTalk on the The X Factor idents.