​​For the popular ITV1 singing competition series, The X Factor, where aspiring vocalists compete to impress judges and the voting public, Paul art directed and managed My X Factor. This unique online destination was a distinct addition to the main X Factor website, developed for Fremantle and Syco. He led a team of five designers and developers, overseeing the creative direction for this area and managing the relationship with Fremantle Media. My X Factor innovatively mirrored the TV show, allowing viewers to upload and rate their performances, share, and comment, deeply integrating the audience into the broadcast experience. A key feature was the weekly webchats with contestants who had left the show, providing users with exclusive direct engagement. Paul also art-directed and created online campaigns to drive engagement with My X Factor, alongside the weekly X Factor email newsletter.
 

Collaborating with key stakeholders, including @WWW, SYCO TV, and Fremantle Media/Talkback Thames, a cohesive and engaging digital platform was successfully created. This ensured a positive online experience for users and drove significant traffic, thanks to the supporting promotional media and video clips released online.