This animated, interactive attract screen was designed by a quartet of designers (including myself) on the then-dubbed Surface v2 team (now Microsoft PixelSense) to act as an enticement for passers-by to engage with the tabletop touchscreen device. The screen responded to touch with a fluid, slightly plastic response intended to create a warm, engaging and unique reaction, and to reward the user with enticements to engage with the “start” control, in lieu of written-out start screen indicators.

 
You can see more of the Microsoft Surface v2 User Experience on display in this 2011 CES Demo video.