X-Factor fans are to get the chance to star on TV in their own professionally crafted music videos.
A collaboration between agency CHI&Partners, director Sammy Rawal and MPC Creative, the app gives users the chance to potentially appear in their music video during X Factor ad breaks.
The Talk Talk-sponsored idents will feature content pulled in from the Mix-Off app, available from this Saturday 30 August, which will be fully responsive across iOS, Android and on the web.
It allows users to create music videos starring up to four users, against nine different tracks and eight music video styles, all professionally directed by Sammy Rawal. The music videos will be released onto the app in staggered phases throughout The X Factor season.The best mixes will then be broadcast to the UK during the show's ad breaks.
Directed by Sammy Rawal, produced by Believe Media and with app development, technology and VFX from MPC, the new idents will be the first to make fans' home-made clips look like real, professionally produced and directed music videos.
Andre Assalino, interactive creative director at MPC Creative, said: "User-generated content is always exciting to work with, but when it's combined with high-end production values it really has a wow factor. Achieving the two together is a challenging brief, but we've cracked it, delivering a really unique app which enables users to create, remix and share thousands of different music videos combinations. Being on TV has never been easier!"
"This is a hugely ambitious project which blurs the lines between TV and mobile advertising, at a level of quality which has never been reached before," said Chad Warner, digital creative director at CHI&Partners. "TalkTalk's partnership with The X Factor has charted the evolution of TV advertising in the digital age, and Mix-Off represents how far we've come in that time: empowering X Factor fans at home to create something which really looks and feels like it was made for the big screen."
Director Sammy Rawal stresses that the idents will feel like chunks or excerpts from actual music videos: "They're really going to give X Factor viewers the chance to experience what it feels like to be in a high-end music video of their own. We've tried to create a full range of videos that not only look amazing, but also appeal to a very broad audience.
Airing from August through to December, the idents will result in more than 160 user-generated spots.
A second-phase release of the app in September will give fans something new to play with as auditions end and the stage is set for the programme's live shows. This second release will allow users to pull in performances from their Facebook friends as well as any performance already submitted to the app.