What is FOOH or Fake Out of Home Advertising?

If you’ve been on social media for a hot minute, you’ve probably come across a viral ad or two from a brand that uses a unique and almost hypnotizing style you’ve never seen before. Fake Out of Home Advertising, also known as FOOH, is making a splash across all industries – and for good reason. This new-age type of advertising is transforming the way brands get the attention of an audience in a social media-savvy world, integrating reality with computer-generated visuals to create jaw-dropping and hyperrealistic content.

From impossible scenarios to larger-than-life installations, Fake Out of Home Advertising offers a creative edge that’s hard to ignore in today’s crowded digital landscape.

What is FOOH or Fake Out Of Home Advertising?

Fake Out of Home advertising (FOOH) is a new short-form format combining video footage of real-life locations or popular attractions with 3D elements through CG (computer-generated) technology. The result? Hyperrealistic ads create a visual illusion of absurd or impossible scenarios as if they exist in the real world.

Follow this Link to see an example of a Fake Out of Home Advertising in our FOOH Library:

This form of advertising has just hit the market in late 2023 and is yet to be clearly defined, so you may sometimes come across FOOH being referred to as CGI ads or CGI marketing. These videos, usually 8 to 15 seconds long, are posted on social media platforms like Instagram, YouTube, TikTok, Meta, or LinkedIn.

CGI ads have grown in popularity in recent years, in part due to the rise of short-form content and because it provokes a question like, “Is this real or not?” from an online audience. Platforms like TikTok and Instagram started favoring bite-sized and snappy content over the traditional and longer formats, and the demand for shorter yet catchy ads that hook the viewer in the first couple of seconds quickly grew. And the rapid advancement of high-computing technology combined with the creativity of 3D studios and its artists helped in meeting that demand.

Thus, Fake Out of Home advertising is born. But why should you consider incorporating FOOH ads as part of your business practice or campaign? Let’s get into it.

Why Fake Out of Home Advertising is a Game-Changer

Fake-out-of-home advertising can bring unprecedented traffic and visibility to your brand with just a short and catchy video. This type of advertising is primed to go viral, giving you a unique opportunity to break through the noise and tap into new audiences.

Here are two main reasons why Fake Out of Home is transforming modern marketing strategies:

Creative freedom

CGI ads allow brands endless possibilities when it comes to design and storytelling. With FOOH ads, you can easily make anything out of nothing. FOOH ads allow you to change and alter reality digitally in ways traditional advertising simply can’t. These videos give you the ability to add elements to real-life scenarios that seemingly appear in the real world, making people wonder if it’s true or not.

Increased engagement

The surreal nature of FOOH ads makes the initial impact hard to ignore. These hyperrealistic visuals naturally grab attention as viewers are drawn to the unexpected and out-of-the-ordinary. Because CG marketing creates the initial shock and confusion as if a larger-than-life physical installation actually exists in real life, netizens are more driven to react – that is like, comment, and share a FOOH ad – even if they aren’t part of a brand’s target audience.

This means CGI ads cast a wider net than traditional ads, and are twice as likely to increase organic interaction, visibility, and higher reach, making your campaign more effective at connecting with your target audience online.

Still need some convincing? Check out this article on Reasons Why FOOH Should Be Part of Your Marketing Strategy.

3 Successful Fake Out of Home Advertising Examples

We’ve covered the basics of what makes FOOH advertising so powerful, but let’s take a look at some real-world examples that showcase just how effective it can be. These campaigns are perfect examples of how CGI marketing can transform iconic locations into even more eye-catching, imaginative spaces that attract a worldwide audience online.

1. BOSS Double B Giant Sewing Machine

In this FOOH ad for BOSS, we’re taken to the second floor of their store on the Avenue des Champs-Élysées in Paris. A huge sewing machine is hard at work, stitching the iconic Double B monogram onto fabric. The impressive machine draws in passersby, inviting them to stop and watch as the intricate design comes to life.

Set against the chic backdrop of the store, it’s a clever way to showcase the craftsmanship and luxury that BOSS embodies. With 400k likes and a whopping 24 million views, this ad demonstrates how FOOH can elevate a brand’s presence in a visually striking and innovative way.

2. Adidas Adizero in Berliner Fernsehturm Tower

This CGI ad for Adidas kicks off with a sweeping aerial view of the Berliner Fernsehturm Tower in Berlin. Suspended from the tower is a giant Adidas Adizero Adios Pro Evo 1 shoe, giving the illusion that it’s perched high above the city. With “WORLD RECORD” displayed on the shoe, it cleverly taps into the excitement of the upcoming Berlin Marathon.

As the camera pans around, viewers are drawn to both the shoe and the iconic Berlin skyline, it’s no wonder this ad has racked up over 45k likes and 500 comments—it’s a brilliant showcase of what makes FOOH so effective and engaging.

3. Manchester City Drone-controlled Goal

Who says you can’t mix soccer with a bit of fun? In this FOOH ad for Manchester City, we’re on a soccer field in Abu Dhabi. Manuel Akanji controls a drone carrying a soccer goal while Julian Alvarez kicks the ball to Erling Haaland, who scores with ease.

The Etihad Towers are in the background, adding to the scene. This FOOH ad perfectly captures the team’s spirit and their connection to Abu Dhabi. It’s no wonder this ad has over 2 million likes and 5,000 comments – people can’t get enough of it!

Looking for more examples? You’ve come to the right place. Our FOOH library offers the largest collection of Fake Out of Home ads, featuring brands across different industries and showcasing how these ads have boosted their social media engagement. Don’t miss out.

Planning your first Fake Out of Home Advertising Campaign

Planning your first Fake Out of Home advertising campaign requires careful and thoughtful planning, along with collaboration with a team of experts. During the conceptualizing phase, it’s essential to keep your brand message and goals at the forefront of every decision. Essentially, making a Fake Out of Home ad can be broken into three parts:

1. Concept forming and brainstorming

The success of a FOOH ad relies heavily on one key component: seamless and effective communication between the brand and the studio. An initial briefing between both parties should include a clear discussion of the brand’s message, target audience, and campaign objectives. Next comes the research phase. As ideas start to take shape, both teams collaborate to fill in any gaps in understanding and refine the concepts. This iterative process allows for a better alignment of creative ideas and ensures that every detail resonates with the intended audience.

2. Video shoot

Once a solid concept is established, it’s time for the video shoot. This phase happens after the 3D animation studio, the videographer, the brand, or the marketing agency does their homework and ensures all legal and copyright considerations are in place. It’s important to collaborate closely with the location authority to obtain the necessary permits and permissions for filming and to avoid any legal issues during production.

In addition, there needs to be planning for actors and props that align with the creative vision and sell the final FOOH ad. During the shoot, attention to detail is key; lighting, camera angles, and where social media buttons are placed can significantly influence the final product. A clear storyboard helps the videographer get the shot just right and enables the 3d animation studio to implement all CGI elements as planned.

3. 3D Magic

The implementation of the 3D elements is part of the post-production. Everything is placed in a virtual scene using DCC programs like Maya, Cinema 4D, Blender, Houdini, and others.

4. Compositing

Then, it’s time for compositing, where all the layers – video footage, 3D objects, and other effects – are blended together. This is a crucial step because it enhances the visual appeal and plays a big part in giving the added elements a realistic look, making them fit into the video footage.

The result? A final FOOH video as a .mp4 file that looks incredibly real makes an online audience question if they’re watching something real or not.

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Fake Out of Home Advertising Is the Future

Because trends are fleeting, you might wonder if Fake Out of Home advertising is simply another phase in the industry. But thankfully, FOOH isn’t just a fad, this new innovative approach is simply a result of a shift in how brands connect with their audiences in a highly digital and social media-savvy world.

And as social media becomes more integral to the daily lives of consumers, people are increasingly drawn to content that’s different, fun, and offers something unique and of value to their lives. Fake Out of Home answers this need by offering a level of interaction between brand and audience that is organic and genuine – something that’s difficult to come by in today’s crowded and overly curated digital space. And for those reasons, it’s clear the FOOH isn’t going anywhere soon and is here to stay.

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