In a world where our attention span is shorter than ever before, we need new ways to reach consumers. One of these innovations is called FOOH — Fake Out Of Home. This creative format combines 3D animation, storytelling and technology to create one of the most exciting developments in modern marketing.

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What is FOOH?

FOOH stands for Fake Out Of Home and is the evolution of classic out-of-home advertising — i.e. advertising in public spaces. While traditional campaigns rely on posters or screens, FOOH integrates digital elements into real environments so realistically that they look like real installations.
The result: videos that look as if a gigantic sneaker is walking through the streets or a subway train suddenly becomes part of a brand presentation — and that spread virally on the Internet.

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Why FOOH works

1. Proximity to reality — The more genuine the digital fake looks, the greater the fascination. People love to see things that look “too real” to be true.
2. Surprise effect — A 3D object that appears to be built into a real scene breaks expectations.
3. Emotions — surprise, wonder, humor — emotion beats perfection.
4. Simplicity — The best FOOH videos tell clear, short stories.

A prime example is the Maybelline x Sky High Mascara campaign from London. The brand featured oversized 3D lashes attached to buses and subway trains. The result: 50 million views in just a few days and a 400% increase in searches for the product.

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The path to the FOOH idea

Creativity is no accident. According to Mensur Bukvarevic, owner of the studio Immersive 3D animation, it all starts with a clear structure:

1. Research: Platforms such as fooh.com provide inspiration.
2. Identify core topic: What makes the brand unique?
3. Define goals: attention, storytelling, emotion?
4. Use AI: Artificial intelligence helps with brainstorming, storyboards and image ideas.

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From idea to viral video

1. Filming schedule

• Location check & lighting
• Storyboard & Timing
• Permits and safety
• Test runs and technical setup
• Collaboration with 3D artists

2nd day of shooting

A previous test run is worth its weight in gold. It saves time and nerves and enables precise interplay between real film material and digital post-processing.

3. 3D production

The open-source tool Blender is at the heart of many FOOH projects. It offers limitless creative options — whether in-house or through external freelancers.

4th release

The most important platforms: TikTok, Instagram Reels and YouTube Shorts.
Not every video goes viral—but every video can spark discussion, and discussion means success.

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AI and FOOH — a dream team?

AI has long since found its way into the creative process: from brainstorming to storyboards to automated video integrations. But: the more specific the motif, the more difficult it is to implement. People in particular are still a challenge in AI renderings. Nevertheless, AI is here to stay.

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Just a hype?

Quite the opposite. FOOH is here to stay. Studies show that brands such as L'Oréal, Maybelline or Jacquemus achieve significantly higher reach and interactions through FOOH campaigns than with normal content.
But: Not every product is suitable for FOOH. The trick is to use the format selectively, rarely and with a strong idea in order to avoid overstimulation.

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