In today’s digital world, brands are fighting for people’s attention using creative ways of advertising their products. And now, the most advanced technology is stepping in to help. The internet is flooded with viral videos showing CGI objects appearing in a real city ambience. It looks breathtaking and quickly grabs attention. This trend is called FOOH, or Fake Out of Home.
FOOH is a digital marketing trend that creates hyper-realistic or surreal ads using CGI (computer-generated imagery) to simulate billboards, installations, or stunts in real-world environments.
Despite the fact that the notion of FOOH sounds very similar to DOOH (Digital Out-Of-Home), these two marketing methods are very hard to compare. They simply work differently, have completely distinct inventory and metrics. What truly sets them apart, however, is how and where they are executed. Let’s take a closer look at this key difference: execution and placement.
FOOH is entirely digital and created using CGI or visual effects to simulate large-scale or surreal outdoor ads, but these don’t physically exist in the real world. They're designed to be shared on social media or in digital campaigns to create buzz and go viral.
In contrast, DOOH and OOH refer to actual billboards or screens placed in public spaces like streets, malls, or transit hubs. These ads are physically installed and often bought through programmatic platforms or direct media networks to target real-world foot traffic. Here is a quick sum-up:
Now, let's break down into steps how the FOOH campaign works for advertisers and brands.
Let’s imagine that the brand decided that the FOOH campaign would be a suitable addition to their marketing strategy. The brand briefs the idea to the advertising agency or creative studio, and determines a goal, usually to launch a product, go viral, or reach a younger/digital-first audience.
The agency, in its turn, comes up with an imaginative, often surreal concept (e.g., a giant sneaker crushing a city block, a soda can flying like a rocket over Times Square).
When the concept is approved, the agency comes into the production phase.
The agency produces or outsources the production of the ad. The ad is produced entirely digitally using CGI, motion graphics, and visual effects.
The 3D scene mimics real, famous locations (e.g., Times Square, Shibuya, etc.).
Now, when the video is ready, the FOOH ad is shared across the brand’s social channels, such as Instagram, TikTok, YouTube, LinkedIn, etc. It won’t take long before the video goes viral!
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Now, let’s talk about the benefits of Fake Out-Of-House advertising.
Even though at first sight the production of such a CGI video seems expensive, it is definitely cheaper than if a brand wanted to do something similar in real life. Creating a massive spectacle in Times Square or on a moving train, for example, would involve permits, logistics, and high media placement fees.
By creating virtual campaigns with CGI, your imagination is only limited by your creativity and the technologies you have. Any concept can be brought to life, even those that are impossible in the physical world. Needless to say, it creates a “wow” effect.
These campaigns are not limited to one city or geography. Posting a FOOH campaign allows a broad reach across the world.
Gen Z and Millennials spend most of their time on social media, not in front of billboards. Younger audiences are drawn to surreal, unexpected, and entertaining content. FOOH meets them where they are: on TikTok, Instagram, YouTube.
Now, let’s explore some industry examples and see how the creativity made possible by FOOH aligned perfectly with each brand’s goals for their specific products. A picture is worth a thousand words!
To promote their Sky High Mascara, the brand used CGI to digitally simulate a massive mascara brush swiping over a London Tube train and brushing the lashes on a double-decker bus. The hyper-realistic visuals grabbed attention, sparked a wave of user reactions, and quickly went viral.
To tease their new collection, Jacquemus released CGI videos of oversized handbags cruising through the streets of Paris like cars. The surreal yet stylish visuals perfectly matched the brand’s aesthetic among fashion-savvy Gen Z audiences.
To promote the Barbie film, CGI created a giant Barbie doll stepping on Dubai streets. The striking visuals were widely shared, fueling the film’s broader viral campaign.
To hype the third season of Squeed Game, a dynamic Fake Out-Of-Home campaign brought the action to city streets. Oversized game elements and characters appeared to interact with real-world urban spaces that grabbed attention and sparked excitement among fans.
Marketing demands constant creativity to continually surprise and engage audiences. FOOH offers an ideal way for brands to capture attention and connect with their audience in fresh, memorable ways.
