FOOH at Full Speed

This week:

Samsung proves once again why it’s one of the most dominant brands in FOOH and WHY.CGI breaks down where the future of CGI is headed.

In the latest Forbes feature, Sebastian Bondo Petit, Co-Founder of WHY CGI, one of the leading FOOH studios worldwide, lays out the 3 key shifts that are redefining the future of CGI:

AI will reshape the CGI pipeline: AI is becoming embedded in every stage of production—from early visualization to rigging, cleanup, and prototyping. Instead of replacing artists, it accelerates alignment and gives more time for craft. He describes AI as a “widening” tool—used early to explore and refine faster with clients.
Distributed production is the new studio model: The future of CGI studios lies in remote collaboration. Global, culture-aware teams operating asynchronously can move faster than centralized setups—as long as creative alignment and cultural literacy are strong. What matters isn’t location, but shared context and decision-making rhythm.
CGI must live across both platforms and physical space: Content today is modular, short-form, and platform-specific. But with the rise of spatial computing (e.g. Vision Pro, AR glasses), CGI will increasingly move off the screen. Future-ready studios need to design for both the logic of the feed and the logic of immersive environments.

Key takeaway: CGI is evolving into a faster, more adaptive medium. Success won’t hinge on visual complexity alone — but on how well it adapts across formats, captures cultural rhythms, and earns attention in motion.

👀 FOOH Strategy Breakdown: Samsung

This month, Samsung redefined what a global FOOH rollout looks like — here’s how they did it, and how their long-term strategy made them one of the most consistent brands in Fake Out Of Home.

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