For Sprüngli's Easter, we made Nico float. We took the chocolatier's beloved bunny and lifted him into a surreal world hovering over Zurich's Paradeplatz, a FOOH activation that turned a legacy brand's most traditional moment into its most modern one.
It became the most-viewed and most-liked video in Sprüngli's Instagram history: over 4 MILLION ORGANIC VIEWS and hundreds of thousands of engagements.
FOOH
Fake Out-of-Home: real footage, fake objects. We composite 3D illusions into real streets so seamlessly, you'll swear they were always there.
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FOOH — questions we get asked
What is FOOH advertising?
FOOH advertising, or Fake Out Of Home advertising, is a form of CGI advertising that combines real footage with photorealistic 3D and visual effects. The goal is to create a scene that initially looks completely real, before revealing something impossible, unexpected or exaggerated. The term Fake Out Of Home originally referred to digital videos that recreated or faked traditional out-of-home advertising — such as a giant product appearing on a billboard or a spectacular installation in a recognisable location. Today, FOOH has evolved beyond simply faking outdoor advertising. Modern FOOH campaigns often combine real-world locations, filmed footage, 3D animation, CGI and visual effects to create social-first advertising that looks real but could never actually happen. This combination of realism and surprise makes FOOH particularly effective for Instagram, TikTok and other social media platforms, where unexpected visual content can generate high engagement, shares and reach. At Pixel Adgency, we create FOOH advertising, CGI videos and 3D campaigns from our studio in Vienna for brands and agencies across Europe.
How does FOOH advertising work?
A FOOH video typically starts with real footage or a real-world location. We then create photorealistic 3D models, animations and visual effects and integrate them into the footage through compositing. Depending on the concept, this can involve filming the location ourselves or working with existing footage, followed by 3D modelling, animation, lighting, rendering and compositing. The final steps include colour grading and sound design to make the CGI feel completely integrated into the original footage. The result is a photorealistic CGI video that blurs the line between reality and fiction.
Do FOOH videos go viral on social media?
FOOH videos cannot be guaranteed to go viral, but the format is particularly well suited to social media. The main reason is the surprise effect. A successful FOOH video often starts by looking like something that could genuinely have happened. The viewer then discovers an unexpected CGI element, creating a moment of surprise that encourages them to keep watching, share the video or send it to someone else. Strong concepts, recognisable locations, products and photorealistic CGI can make FOOH advertising highly effective for social media reach, engagement and brand awareness. Ultimately, the CGI is only part of the equation. The idea is what makes the video work. A technically impressive effect without a strong concept is unlikely to create the same impact.
Why is FOOH advertising effective?
FOOH advertising combines several elements that work particularly well in social media advertising: realism, surprise, entertainment and shareability. Because the video initially appears authentic, viewers often need a moment to understand what they are seeing. This creates a strong stop-scroll effect and gives the content a natural reason to be watched and shared. FOOH can also create visual scenarios that would be extremely difficult, expensive or impossible to produce in the real world. Brands can make their products appear in iconic locations, interact with architecture or create spectacular moments without physically building the activation. The result is advertising designed not just to show a product, but to create a moment people want to watch and share.
How much does an FOOH campaign cost?
The cost of an FOOH campaign depends primarily on the concept and creative idea, as well as factors such as the number of shots, production complexity, level of photorealism and whether we shoot the footage ourselves or work with existing material. Every FOOH production is different, so we develop the production and budget around the specific idea rather than using a one-size-fits-all price. Compared with the amount of attention, reach and views a successful FOOH video can generate, FOOH can be a highly cost-effective form of CGI and social media advertising. Tell us your idea or your budget, and we'll show you what's possible.
How long does it take to produce an FOOH video?
A typical FOOH film takes two to four weeks from approved concept to final delivery. The production usually includes footage selection or a plate shoot, 3D modelling and animation, lighting and rendering, compositing, colour grading and sound design. Rush timelines are possible. We have delivered FOOH campaigns in under a week when a brand needed to react quickly to a live moment or current trend. The exact production time depends on the complexity of the concept and the number of shots required.
Is the FOOH idea included?
Yes. We are happy to help develop the idea. Many of our clients already come to us with a concept, product or visual direction. Others simply have a goal and want to explore what could be possible with FOOH, CGI or 3D advertising. The first concepts are always included free of charge. We can help turn an initial idea into a FOOH concept that fits your brand, product and social media strategy. You don't need to have everything figured out before contacting us. Send us your idea and we'll explore what we can create together.