Monty’s Magical Toy Machine was a pioneering approach to extending the reach of a creative advertising campaign, using technology. The aim was to build on the John Lewis ad's emotional core, to create special moments for families, driving footfall to the Oxford Street flagship store through social content sharing and press coverage.

The project delivered something that had never been done before, by integrating ground-breaking technologies in a new way.

An iterative development, we began with scanning a real toy with Microsoft’s Kinect, mapping it to create a surface representation (mesh), then adding in texture and colour. Photogrammetry (a process for turning 2D photos into 3D images) was chosen as the best way to get the results in the time allowed. Completely new software was written by our partner for the campaign, building on insights from satellite imaging, and research at MIT.

The process used was similar to how bullet time was created in The Matrix films, with a comparable camera array to capture a 3D object (the toy) in space. The team then designed and built a bespoke physical rig to capture the perfect image.

We choreographed dance routines for the toy, using a combination of Kinect technology and motion capture libraries to map the dance moves and be able to animate the 3D scan of the toy. This enabled various moves such as ‘waking up’ in response to a child's wave and dancing on screen.

In the first trials, it took over 30 minutes from 3D scans to a toy ‘coming to life' on screen. 10 days later, the team had it down to 100 seconds, having built a powerful super-computer to a specification akin to those used for movie special effects. This technology underpinned the experience people enjoyed in the flagship Oxford Street John Lewis store.

Over 2,600 toys were brought to life in Monty’s Magical Toy Machine in the Oxford Street John Lewis store during the Christmas period. Some families travelled for hundreds of miles to enjoy the experience, such was the hype and excitement.

Monty’s Magical Toy Machine alone (separate to the wider John Lewis Christmas campaign) achieved 155 media articles across national, consumer lifestyle, technology and regional media with a total reach of over 279 million. On social media, there were 210 mentions on Twitter of us and “Monty’s Magical Toy Machine”, extending the reach of the John Lewis Christmas campaign.

We now offer branded offline content experiences as part of our advertising portfolio, using Xbox and its Kinect technologies to build memorable, interactive branded content: extending the reach of its online audience into the offline world using its technology in a similar way to how Monty’s Magical Toy Machine brought the John Lewis Christmas campaign to life.