The Tools Behind FOOH Part I: Ideation and Concept Development

In today’s digitally driven world, Fake Out of Home or FOOH has been an increasingly popular and effective choice for marketers and brands that are looking to create ads that feel fresh, exciting, and impossible to ignore. Through its creative way of combining digital effects with the real world, FOOH offers a unique edge in catching the attention of consumers who are constantly bombarded with visual stimuli daily. But as with any good ad, Fake Out of Home advertising starts with a strong foundation: the FOOH ideation phase.

FOOH ideation is arguably the most exciting stage in creating an FOOH ad. It’s all about creativity with a purpose; it’s about aligning concepts with the brand, audience, and the unique opportunities that FOOH advertising provides.

This part I of the series will walk you through the FOOH ideation process, breaking down how to turn ambitious ideas into actionable concepts that stand out. From brainstorming tools to key considerations for concept development, you’ll learn how to create campaigns that are as strategic as they are creative.

Want to know more about Fake Out of Home? Check out our Beginner’s Guide to Fake Out of Home Advertising here.

What Sets FOOH Ideation Apart?

FOOH ideation isn’t just like any other ad ideation process. It requires you to think beyond the usual – how your elements are going to interact with the surroundings in the real world, how it should feel natural and authentic yet eye-catching, and how it can incite curiosity in your online audiences – and all of this already from the very beginning..

FOOH ideation starts with a clear answer to a question: Why? What is your goal in creating a FOOH ad? Are you aiming to increase brand awareness? Drive engagement? Boost your sales? Once you know the “why,” you can focus on the “how.”

The magic of FOOH ideation lies in its ability to blend storytelling with innovation. Think of the most memorable ads you’ve seen – they likely didn’t just sell a product; they told a story that stuck with you or tapped into an emotion. Unlike traditional social media ads, where a hard sell might be effective, FOOH is about sparking curiosity and creating a connection. It’s not just about pushing a product; it’s about transforming your ad into an experience that feels memorable and shareable.

Ultimately, the goal is to spark curiosity. When audiences see something fresh and unexpected in the real world, they’ll want to know more, click, share, and engage. And that’s what FOOH is all about: selling an experience that’s memorable, shareable, and emotionally impactful, one that becomes intrinsically linked to your brand, leaving a lasting positive association in the minds of your audience.

7 Tools to Streamline FOOH Ideation

The ideas that will be produced as a result of your FOOH ideation phase can be ingenious, absurd, or sometimes even terrible. Regardless of their quality though, they’re the lifeblood of your FOOH ad. FOOH ideation is where bold ideas come alive, and the right tools to manage projects can help refine and organize these concepts into actionable plans.

Here are seven essential tools to use during the FOOH ideation phase that can help you organize, visualize, and bring your ideas to life in ways that make the process smoother and more effective:

1. Collaborative brainstorming in FOOH Ideation

Miro: A powerful online whiteboard tool, Miro makes collaborative brainstorming easier and more efficient during your FOOH ideation with your team. This software is essentially a “virtual workspace,” allowing you to map out ideas, organize thoughts, and connect different concepts visually, which is key – especially if you’re coming up with out-of-the-box and absurd concepts that may have never been done before. You can work together in real-time, which is crucial for staying on the same page with your team and ensuring your ideas are in sync. Plus, it’s super easy to move things around and adjust as your ideas evolve. It’s a great way to keep everything organized and make sure no creative idea gets lost in the mix.

FigJam: FigJam is another useful software for real-time collaboration. If you’re trying to figure out how your FOOH ads are going to play out, FigJam is perfect. It’s super interactive and lets you sketch, prototype, and collect feedback as a team, so it’s ideal for visualizing your ideas. Plus, it’s intuitive and allows everyone to contribute to the visual direction of the ad, making it easy to brainstorm bold, creative concepts.

Canva: For FOOH ideation, Canva is a powerful tool that goes beyond design – it also offers a whiteboard functionality like Miro perfect for brainstorming sessions. Teams can collaborate in real time, map out ideas visually, and organize concepts into a structured framework. What makes Canva especially useful is its seamless integration with presentation tools. You can easily transition your brainstorming outputs into polished presentations within the same app, eliminating the need to switch platforms.

This dual functionality keeps the process streamlined and efficient, allowing your team to focus on refining ideas and visualizing the concept, all in one place. It’s a versatile solution that simplifies collaborative planning and ensures everyone stays aligned.

2. Idea generation in FOOH Ideation

ChatGPT: When you’re deep in the FOOH ideation process and hit a creative block, don’t sweat it – tools like ChatGPT can seriously turn into your brainstorming partner. It might not always come up with the perfect idea, but it’s excellent at sparking the perfect idea within you. Whether you need unique CGI animation concepts, out-of-the-box narratives, or ways to surprise your audience, ChatGPT helps push your creative process forward.

Paired with AI image generation tools, it can also help you visualize your ideas quickly. These tools allow you to experiment with lighting, colors, and overall vibes, giving you a clearer sense of what works before diving into more detailed design work. Plus, these AI-generated images can serve as style guidelines for the postproduction process, especially if the client provides feedback on a specific image they love.

Keep in mind: ChatGPT and its AI companions don’t replace creativity – they amplify it, helping you refine and develop your best ideas while keeping the workflow efficient.

Jasper: Jasper is another AI-powered tool that’s perfect to help you in your FOOH ideation phase. It can help you write polished campaign concepts and deliverables while focusing on the key theme of your FOOH ad. Jasper works great when you need sharp, engaging ad copy or ideas that stand out. During the ideation phase, it helps refine your vision and ensures your ideas are cohesive, innovative, and audience-focused.

Still feeling stuck? Here are a few brainstorming techniques to keep in mind:

• Mind Mapping: Start with one central idea and branch out with related concepts. This can help you see connections between different themes, settings, or emotions you want to capture.Tools like Canva offer ready-made templates for mind maps, making it easy to organize your thoughts visually.
• SCAMPER: Think about how you can Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, or Reverse elements of a current ad or concept. This approach can help break down barriers and push your thinking in new directions.
• Random Word Association: Pick random words and challenge yourself to tie them into your FOOH ad. It can lead to unexpected, creative combinations that make your campaign stand out.
• Role Reversal: Look at the ad from the perspective of the audience or even the product itself. What would the ad look like if you were the target demographic or the item being advertised?

If you’re looking for even more brainstorming tools to spark creativity, check out Zapier’s list of brainstorming tools to help you find the right platform to fit your creative process.

3. Mood boards and storytelling in FOOH Ideation

Canva: With many accessible templates on the platform, you can quickly create mood boards, presentations, and even visual representations of how your faux ooh ad will look like. Their drag-and-drop tools make it easy to experiment with different elements until you find the perfect look, and this is especially helpful for communicating your ideas visually, so you can show your team exactly how you want the ad to feel. It’s a simple, effective way to bring your ideas to life without needing advanced design skills.

Pinterest: Pinterest is where you can gather visual inspiration to create your campaign’s vibe. Whether you’re looking for color schemes, CGI examples, or general inspiration for how your FOOH ad should feel, Pinterest has it all. You can create boards for specific aspects of the campaign, like the aesthetic or how the CGI should blend into the real-world footage or even details like the actors’ outfits. This website is essential for when you want to set the tone and gather ideas that will help guide your storytelling from start to finish.

5 Key Considerations During FOOH Ideation

During your FOOH ideation process, several factors can make or break the success of your campaign. Here are five key considerations to keep in mind:

1. Target audience

Before you even think of the logistics of your ad, like where you’re going to film or what the CGI elements are going to look like, you need to think about who this ad is actually for. The audience should always come first. Understanding their preferences, habits, and the type of content they engage with is what will make your FOOH campaign resonate.

Are they scrolling TikTok for quick, funny videos or do they enjoy bold, creative videos on Instagram? Knowing what grabs their attention will help shape everything about your ad, from its tone and visuals to where and how it’s shared. Without this foundation, even the most visually stunning ad can fall flat.

2. Brand alignment

During your FOOH ideation, it’s crucial to ensure that your concept aligns with your brand’s voice, message, and overall identity. An ad that feels out of character can confuse your audience or even dilute your brand image. Ask yourself: Does this concept reinforce what the brand stands for? Does it resonate with the emotions or values the brand wants to evoke?

For example, if your brand is an automotive manufacturer that’s all about sleek cars and cutting-edge technology, your FOOH ad should reflect that sophistication. Maybe it’s a crazy display of a car sitting in a giant grocery cart being pushed through a mall; totally unexpected, but it screams luxury in a way that’s impossible to ignore.

Or, if you’re a beauty brand that’s all about being bold and creative, imagine a massive rollercoaster snaking through a city, with makeup products sliding down the track to show off their bright colors and fun energy. These types of ads don’t just grab attention; they also communicate the brand’s personality and values in ways that resonate with the audience.

Check out even more great FOOH Ad examples in the biggest existing FOOH & CGI Ads Library

3. Platform suitability

When planning your FOOH ad, you’ve got to think about how it’ll look and feel on social media platforms. A FOOH ad that blows up on TikTok might not have the same effect on Instagram Stories or YouTube ads and vice versa. Unlike out-of-home marketing, which involves physical spaces and location-based ads, FOOH is purely digital. This means your ads will exist in entirely different spaces, and each platform has its own vibe, audience, and style of communication, so adjusting during the FOOH ideation process is key to making sure it lands the way you want.

For example, TikTok is all about new and fresh content that feels authentic and hasn’t been recycled from other platforms. People scroll fast, so your ad needs to hook them immediately while fitting into TikTok’s casual, creative vibe. What might work for TikTok- like short or snappy content – won’t necessarily translate to Instagram or Youtube. So during FOOH ideation, think of creating an ad that feels natural for each or for one space while keeping the original idea’s energy and creativity intact.

Don’t forget about the little details, either – like avoiding “no-go zones.” For example, make sure important text or visuals aren’t covered up by platform buttons like “like,” “comment,” or “share.” These details might seem small, but they can make or break how your ad performs once it’s shared.

4. Virality potential

FOOH ads naturally have an edge when it comes to organic virality. If you’ve ever seen a FOOH ad posted by a brand, chances are it got way more engagement than their usual content. These ads tend to stand out because they’re not just another post in someone’s feed – they’re an experience unhinged from the usual fluff that is being posted. So, when you’re brainstorming ideas for your FOOH campaign, think about ways to make it unforgettable. Focus on elements that spark curiosity, laughter, or even a sense of awe.

Elements that stop people mid-scroll, like gigantic products or hyperrealistic CGI interactions with the real world, can really grab attention. It’s also about creating something that resonates with your audience in a way that makes them feel connected. Is your ad funny? Is it unexpected? Does it surprise people with something they haven’t seen before? If you can nail that balance between creativity and relatability, your FOOH ad can have a much higher chance of going viral. And once it starts getting shared, it snowballs.

Clients often aim for the ultimate question from their audience: “Is it real or not?” This sense of wonder adds an extra layer of engagement, drawing viewers in and encouraging them to share it further. If your FOOH ad can strike that balance of curiosity, creativity, and connection, it has a much higher chance of going viral and sparking the snowball effect every campaign dreams of.

5. Market and competitive analysis

Staying on top of industry trends and drawing inspiration from what’s already out there is essential when working through your FOOH ideation process. One of the best ways to get started with your FOOH is by checking out already existing successful campaigns. Look at the campaigns that have really taken off and think about what made them work. Was it the visuals, the messaging, or the way they executed the idea? Understanding these elements can give you a better sense of how to create something that stands out.

Our library of FOOH examples is a great place to get your creative juices flowing. You’ll find a wide range of ads, from ones that go all out with CGI to ones that take a more subtle approach. Each example comes with an FOOH Impact Score (FIS), an engagement metric that evaluates the performance of each ad. This score is calculated using a formula that combines key indicators such as viewership, engagement rate, reach and other performance metrics.

Discover our FOOH Library

But remember; it’s not just about looking at successful ads, you also need to keep an eye on your competitors. Seeing what others in your industry are doing (or not doing) can give you valuable insights into where the market is heading and help you refine your own strategy. For example, if you notice a gap in the types of FOOH campaigns being done, that could be your opportunity to create something unique that sets you apart.

How to Turn FOOH Ideas into Actionable Concepts

Turning your FOOH ideation into something actionable requires a clear plan and a structured approach to bring those creative ideas to life. It’s not enough to just come up with cool concepts; you need to develop them into concrete, workable campaigns. Here are five essential steps to guide you from idea to execution:

1. Develop a storyboard or rough sketches

The process kicks off with a brainstorming session between your team and everyone involved in creating the FOOH ad. This meeting is all about getting on the same page – clarifying the project’s goals, understanding the vision, and outlining what’s needed to make it work. Together, you’ll go over briefing materials, share ideas, and do some quick research to help shape the direction of the campaign. Whether you brainstorm as a group or break into smaller teams, the goal is to land on a concept that feels exciting and has real potential to move forward.

Once the foundation is set, it’s time to sketch out the visuals. Using tools like Canva, Figma, or Keynote, or going old-school with pen and paper, you and the team can start building a storyboard that captures the tone and flow of the ad. For those who like working digitally, apps like ProCreate on an iPad are a great way to refine your ideas. This step is all about getting a tangible draft that brings the concept to life and sets the stage for the next phase of planning.

AI tools like DALL·E or MidJourney can quickly generate polished mockups, offering inspiration for your FOOH campaign. However, use them cautiously, as they may not reflect realistic scenarios and could mislead clients if presented as final concepts. Emerging innovations like Google Whisk take AI-powered workflows further, enabling collaborative, streamlined storyboarding and visualization. While still evolving, tools like Whisk hint at the future of creative planning. By blending traditional methods with these innovative technologies, you can create a storyboard that balances creativity with feasibility, ensuring a strong foundation for your campaign.

2. Outline key elements

Once you’ve sketched out your storyboard, it’s time to get into the nitty-gritty details that will make your FOOH ad pop. Since everything relies on CGI, you’ll need to figure out how digital effects will bring your concept to life. Is the ad playing with scale, creating larger-than-life products that feel surreal? Or are you focusing on subtle interactions with the real-world setting? This is where you start refining the theme of your ad and making sure it all ties back to your original idea.

Using mood boards along with your storyboard can be a game-changer. They help everyone – your team, clients, or whoever’s involved – get a clearer picture of what the ad will actually look and feel like. It’s way easier to get people on board when they can see your color schemes, design inspiration, and overall aesthetic all in one place.

Don’t forget about the technical stuff, either. Things like shadows, reflections, and lighting can make or break how realistic your CGI looks. For example, if your ad is set in Paris and it’s meant to feel romantic, your lighting should reflect that dreamy, golden-hour vibe the city is known for. Getting these details right will make your concept feel more polished and ready to move forward.

3. Check doability

Once your concept is looking solid, it’s time to turn your attention to the logistics. Where is the ad going to be filmed? When can you shoot? FOOH ads are typically shot in public spaces, which means you need to make sure you can actually get the necessary permits for the locations you want to use. Certain architectural landmarks might have restrictions, and you’ll need to confirm that you’re allowed to feature them in your footage.

This step is crucial to making sure that your creative vision is possible in the real world. You also want to make sure you’re not overlooking any legal or cultural considerations. Filming at specific locations, especially those with cultural or historical significance, can be tricky if not handled respectfully. That’s why it’s really important to work with a team or studio that’s experienced in navigating these types of challenges. They’ll make sure you’re following all the legal protocols and can even help with research to ensure your shoot is culturally sensitive, because the last thing you want is to inadvertently offend anyone or run into legal issues down the line.

4. Test initial concepts

Before jumping into full production, it’s super important to test your ideas with a small group of people. Whether it’s colleagues, focus groups, or even just friends, getting some fresh eyes on your concept can give you a better sense of how it lands. Is the message clear? Does it grab their attention? Sometimes, what seems like a killer idea on paper doesn’t translate the way you expect, so this feedback step can save you from investing in something that doesn’t quite hit the mark.

This is also why clear communication and feedback during the FOOH ideation process are so important. You don’t want to find yourself making endless revisions – they’re expensive, time-consuming, and can quickly eat into your campaign’s timeline and budget. Plus, if you’re working on a tight schedule for a marketing campaign, you probably won’t have the luxury to keep tweaking things until they’re perfect. Testing concepts is important, but the key is to refine them early with your team’s input so that by the time you start production, you’re confident you’ve got a winning idea.

Keeping everyone aligned and involved early on ensures you’re making smart decisions and sticking to the plan – without wasting time or money.

5. Technical feasibility

At this stage, it’s crucial to loop in your technical teams early on to make sure your concept is achievable within your time and budget constraints. The timeline for creating a Fake Out of Home (FOOH) ad can vary significantly depending on the complexity of the final product and the resources required to bring it to life. Factors like the complexity of the 3D elements, animations, and simulations, the time needed for location scouting and securing permits, and even the actors involved all play a role in shaping the final budget and timeline.

To evaluate the feasibility of your concept, industry-standard software is critical. Cinema 4D, known for its advanced capabilities in 3D modeling and animation, is a popular choice for studios with a budget to invest in high-end tools. On the other hand, Blender offers a versatile, free alternative that has become increasingly popular among artists and smaller studios for its robust features in 3D design and animation.

For real-time rendering and immersive visuals, Unreal Engine stands out as a leader, making it ideal for crafting hyper-realistic environments. When it comes to motion tracking and compositing, Adobe After Effects is a go-to tool, while Nuke is perfect for those seeking advanced compositing and post-production capabilities.

Testing your concept’s visual feasibility using these tools early in the process allows you to troubleshoot potential challenges and ensure the project aligns with your vision. By addressing technical issues upfront, you reduce risks, keep the project on track, and set a solid foundation for a smooth production process—whether you’re working with premium tools or leveraging free, accessible alternatives.

FOOH Ideation In Your Campaign

A good ad is only as good as the ideas it was born from. Ultimately, the FOOH ideation phase isn’t just about brainstorming; it’s about crafting concepts that align with a brand’s nature, captivate your audience, and set the stage for memorable and shareable experiences. With the tools and techniques outlined here, you have everything you need to start developing innovative ideas that grab attention and spark engagement.

The next step? Bringing those ideas to life with the right technology and execution. In Part II of this series, we’ll step into the production and execution phase of FOOH campaigns, where we’ll cover the tools, techniques, and best practices that can elevate your creative concepts into impactful ads.

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