The Rumpus Room worked with CHI to create ‘The BrightStage’, the online and broadcast campaign platform for TalkTalk’s sponsorship of The X Factor 2011.
The core creative idea called for fans to create films of themselves singing or dancing to popular songs. Fans could pick from a range of digital enhancements including fun props, light effects and performing characters that could be resized and positioned within their scene.
Each prop or character worked in a number of subtly different ways. Sound reactive animations, sound responsive light effect overlays, and computer vision tracking enhanced the digital performing environment for the user.
Other enhancements included the intelligent grading of the props and supporting performers. The system analysed the user’s camera feed and automatically changed the prop’s brightness and colour temperature to match the scene accordingly.
Unlike previous years, performances could be recorded from both the campaign microsite and Facebook, to be shared instantly across social media platforms.
We built a community moderation system that remotely swapped out flagged submissions for a default film until the moderation team were able to accept or reject the suspect submission.
The best weekly submissions were selected and rendered in high resolution for broadcast show bumpers, playing out to audiences of 10 to 18 million people on Saturday and Sunday nights across the UK.