This Morning

To create an interactive fashion segment where viewers of ‘This Morning’ could actively get involved with the show through the use of dual screening and live voting.

ITV’s ‘This Morning’, one of the UK’s most popular daytime television programmes, wanted to find a new and exciting format to engage their viewers. We created an online mechanic which allowed viewers to pick an outfit from a virtual wardrobe for one selected viewer. Back in the studio, ‘This Morning’s’ resident stylist would also select one outfit from the same wardrobe. The outfit with the highest number of viewer’s submissions was then pitted against the stylist’s choice. Ultimately, the featured viewer would make the final choice and would model the winning outfit on the catwalk live in the studio.

The segment, ‘Take Over the Makeover’ ran once a month throughout 2013 and was nominated for a BAFTA Television Craft Award for Digital Creativity in 2014.


The BAFTA nomination was so exciting. We always personally loved the technology Metail brought to the show. To see the viewers embrace it wholeheartedly was fantastic but then to have our collaboration recognised by BAFTA was the icing on the cake

Gemma Varley
  • Engagement:
  • Users spent 9 minutes on the website
  • 32,000 submissions in October 2013 where viewers could style ‘This Morning’ presenter Ruth Langsford
  • 147,000 unique visitors
  • 240,000 outfit submissions
  • 19,000 submissions per edition
  • 45% of submissions were from a mobile or tablet device
  • BAFTA TV Craft nominated in 2014 for Digital Creativity

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