We’ve always been a company that’s been about trying to get new kinds of hardware and software out there and letting people play with them and take them in directions you’d never imagine,” Schofield says. “Kinect is a new kind of device, but I really think it follows in a long, consistent history of Microsoft trying to put things out there.

Some of the effects include starbursts, trees, ribbons and splats. New effects will debut throughout the campaign, along with special effects created by featured generative artists, Erik Natzke, Dr. Woohoo! and Marius Watz. The canvas feature of HTML5 is combined with JavaScript libraries to draw the strokes and computer-generated animations in real time in the Web browser.

“It’s basically got every challenge except high complexity computer graphics, but with Bing’s rich visuals and animations, we’re getting there too,” Suchter says. “I lucked out getting into social search, this area that is pretty much the big thing going on.”

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