Fuente: WIPO "tomato" In implementation of techniques for generating virtual objects from embedded code, a computing device implements an embedded code system to detect an embedded code included in a physical object depicted in a frame of a digital video displayed in a user interface. The physical object includes visual features, and the embedded code is not visible relative to the visual features. The embedded code system determines a virtual object property based on the embedded code. A virtual object is generated for display relative to the visual features of the physical object in the user interface based on the virtual object property.