This is FOOH's next chapter

This week:

Three very different examples on how fast FOOH is evolving.

Is this the new FOOH format?

FOOH studio Vertex just turned their FOOH campaign for Kate Spade into something new — by re-editing it for Instagram’s latest “hold and scroll” trend.

If you’ve seen those carousels where you hold your thumb on the dots and slowly swipe, you’ll know what happens: the static frames blend together, creating the illusion of smooth motion — almost like you’re watching a video you control with your swipe.

Vertex used that trick to repurpose their FOOH spot into a scroll-driven mini film, turning a one-off campaign asset into a native Instagram experience. Smart move, and a great idea for other FOOH creators to showcase their work directly on social in a way that feels interactive.

The ad that should NOT exist

With HBO’s new IT: Welcome to Derry pulling in millions of viewers since release, we imagined what its FOOH campaign could have looked like, and it’s not for the faint of heart.

Check out our FOOH spec ad and comment “IT” if you want to see the full breakdown of how we did it.

💡 Industry Insights

FOOH’s next chapter has arrived.

Last week, we talked about how FOOH is evolving — from simple CGI objects to complex, mixed-media storytelling powered by live action, VFX and AI.

This week’s example comes from MCM by Paris-based studio THE NEW FACE, that perfectly captures that transformation. “In today’s digital game sparkling attention is no longer enough — participative CX are for us the right path to meaningful audience connection.”, Head of Creative Operations THE NEW FACE.

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