About FOOH.com
Discover the story behind FOOH.com - how a viral Maybelline mascara video sparked a creative movement, our mission to curate thousands of Fake Out of Home ads, and why we're building a home for this revolutionary advertising format.
So here’s how it all started.
Back in 2023, Maybelline New York hit up this guy on Instagram — @origiful.
He’s an American living in France, kind of a wizard when it comes to CGI and social media.
They teamed up. And what they made?
A video of a metro train with big lashes getting brushed by a giant mascara brush.
People lost it. Millions of views overnight. The press picked it up. And the comments?
“This is soooo cool, what station is this?”
“Wait, is this even real?”
Spoiler: it wasn’t.
That video? It kicked off what we now call FOOH — Fake Out of Home ads.
What even is FOOH?
If you’ve heard of CGI ads, Mixed Reality ads, VFX ads, or those wild videos that look real but aren’t — yeah, that’s FOOH.
Take real-world footage, add some CGI, and you’ve got something that feels like it has to be real… even though it’s not.
And sure, it started on social media, but it’s already spilling into digital billboards, even TV.
It’s not a trend. It’s a whole new creative format.
So, why did we build FOOH.com?
Because FOOH needed a home.
Some place to keep track of it all — the best work, the people behind it, the studios, the brands, the hype, the magic.
And now?
We went to work. Hand-picked more than 1000 examples. Categorized them by Countries, Cities, Industries, Effects, and many more handy filters.
We extracted views, likes, comments and created a unique score …
We’re working everyday to make the library more accurate and improve things as we learn.
ANYWAY.
These are the numbers:
- 🔄 2.7 billion+ views
- ❤️ 68 million+ likes
- 💬 Nearly 400,000 comments
Wild, right?
What we’re here for
We’re here at the start of every FOOH project.
To spark ideas.
To connect creators, studios, agencies, and brands.
From personal experience I know that FOOH does not fit the classic categories. The concepting is different, the production is challenging and don’t get me started on good VFX.
This category is special and unique. It stands out and yet it can be hard to find.
FOOH.com changes that - so I want to ask you for one thing.
If you have something to share.
Submit your work. Be seen. Be celebrated.
Best,
Moritz
Co-Founder of FOOH.com