TalkTalk, X Factor 'FX Star'

CHI&Partners and MPC Creative team up once again on TalkTalk’s X Factor idents

TalkTalk continues its sponsorship of The X Factor for the tenth year, with ‘FX Star’ – an ambitious new twist on its popular user-generated idents campaigns. Designed and built once again by CHI&Partners and MPC Creative, this year’s idents will feature performances created at home by X Factor fans, using TalkTalk’s ‘FX Star’ app. 

‘FX Star’ allows users to create their own music videos, lip-syncing along to their favourite tracks, and adding a splash of glamour or comedy to their performances with fun filters such as ‘Apple Head’, ‘Teddy Boys’, ‘Party Paint’, ‘Comic Book’, ‘Solar System’, ‘Glam Rock’, or ‘Flower Power’. The app launches in the App Store and Google Play this week with three tracks: Zara Larsson’s ‘Lush Life’, Sigala’s ‘Give Me Your Love’, Birdy’s ‘Wild Horses’.

The best videos to be submitted by the general public each week will then be selected to air on TV during The X Factor ad breaks.

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?”

Andre Assalino, Interactive Creative Director at MPC Creative, said: “It’s been a pleasure to work with CHI&Partners on TalkTalk’s X Factor idents once again. This year’s filter-based idea was technically ambitious, and relied on seamlessly integrating real-time face-tracking, 3D rendering and video recording. We had a lot of fun making it, and we’re sure it’ll be a big hit with X Factor fans of all ages getting involved with the show at home.”

The FX Star app can be downloaded now from the AppStore and Google Play, or from





Digital/App Production Company

MPC Creative

Deputy Executive Creative Directors

Micky Tudor & Jim Bolton

Creative Director

Jim Bolton


Ben da Costa

Agency Executive Producer

David Jones

Agency Producer

Andy Roberts

Agency Creative Producer

Ruby Hill

MPC Creative Executive Producer

Dan Phillips

Interactive Creative Director

Andre Assalino

MPC Creative Lead Producer

Joana Flor

MPC Creative Senior Digital Producer

Joana Guimaraes

Art Director

John Sunter

MPC Creative Production Assistant

Sinead Catney

Tech Lead

Dan Edgar

Lead Unity Developers

Tim Porteous & Leo Marques


Jim Offerman, Dennis Ippel, Stefan Johanson, Vegard Myklebust, & Vitor de Oliveira Castanheira

Lead Back-end Developer

Pedro Rocha & Miguel Silva

Lead Designer

Gorkem Menekse

MPC Freelancer

Ben Ellis


Michael Cosford & Matthew Bowron



VFX Producer

Louise Unwin

VFX Supervisors

Fraser Cleland & Marcus Dryden

Motion Design Lead

Will MacNeil

3D Lead

Mike Little

VFX Team

Jess Gaynor, Michelle Tolo, Amber Frisenda, Francesco Lupo, Akshay Sunil Wadwalkar, Debasish Raha, Ankan Sanyal, Sindhuja B, Ganesh Kumar S., Prashanth Paramasivam, Abhinandan Madhu, Jyoti Prakash Panda, Kunal Sarkar, Anbarasu E, Akshay Sunil Wadwalkar, Bibin Balan P, Ajai V John, Vaibhav Gupta, Debalina Dasgupta, Baskaran S, Priya Bandodkar, Ria Banerjee, SelvaKumar k, Inigo Vimal Roy, Alexis Williams & Michael Drayton