Faux OOH Advertising – How CGI Videos and Social are Redefining OOH

Out-of-Home (OOH) advertising has always been a powerful way to engage audiences with bold visuals in high-traffic areas. However, advancements in computer-generated imagery (CGI) and the meteoric rise of social media have revolutionized OOH campaigns. Enter Fake OOH or Faux OOH (FOOH): a new era where advertising campaigns look larger-than-life but exist entirely digitally. At Groove Jones, we have pioneered this exciting intersection of creativity and technology, delivering immersive, impactful campaigns that capture attention and drive engagement.

This innovative approach blends computer-generated imagery (CGI) with real-world footage to create immersive, attention-grabbing campaigns that captivate audiences across digital platforms. At Groove Jones, we are at the forefront of this evolution, crafting compelling FOOH campaigns that drive engagement and amplify brand presence.

What is Faux OOH?

You’ve seen the videos on TikTok and Instagram. Faux OOH refers to digitally created advertising displays that mimic real-world installations, such as billboards, building wraps, or public projections. These campaigns are typically shared on social media, blending realism with imaginative concepts that may be impossible (or cost-prohibitive) to execute in the physical world. For instance, imagine a towering building façade displaying a dynamic ad for your product or a subway train transformed into an eye-catching moving ad—created entirely through CGI. These campaigns thrive on virality, often gaining millions of impressions online without requiring a single real-world installation.

FOOH advertising involves integrating CGI elements into actual video footage, resulting in hyper-realistic advertisements that appear to exist in real-world settings. Unlike traditional Out-of-Home (OOH) advertising, which relies on physical installations like billboards and posters, FOOH leverages digital creativity to produce content primarily distributed via social media channels. This method allows brands to execute imaginative concepts without the logistical constraints of physical placements.

The Maybelline mascara ad that made its rounds social is a perfect demonstration of the huge viral impact of OOH when done right. Trains and buses getting a regular lash update as they go about their days, was a compelling idea. The whole thing was fake, but the that didn’t stop the press from picking up on it. The virtual campaign demonstrated ideally the vast impact that out-of-home can have. Seeing something unfamiliar, even comical, in a familiar environment catches the eye and sparks the imagination. Even better, when done right, it makes us want to share it with our friends.

Other terms often used to describe this type of advertising include virtual out-of-home (VOOH), manipulated out-of-home videos, and mixed reality videos. These terms highlight the use of technology to create an illusion of physical advertisements in real-world locations. FOOH ads aim to grab your attention immediately and retain it throughout. This is why the format often incorporates famous landmarks, monuments, and other iconic or recognizable locations, such as the Eiffel Tower or Burj Khalifa, into the base video material.  Several key factors drive the trend toward Faux OOH:

• • Cost Efficiency: Traditional large-scale OOH installations can be expensive, especially in major urban centers. Faux OOH achieves a similar visual impact.
  • Social Media Amplification: A stunning digital ad doesn’t need physical foot traffic—it thrives on shares, likes, and comments across platforms like Instagram, TikTok, and Facebook.
  • Creative Freedom: Faux OOH unlocks possibilities that physical constraints often limit, allowing brands to dream bigger.
  • Global Reach: Unlike traditional OOH ads localized to a city or region, Faux OOH campaigns can go viral globally, reaching audiences far and wide.

Is it AR? No, it’s CGI.

We are often asked if these videos are AR, and we often have to let clients know that these are CGI. The website Snopes.com is often dealing with requests about things that pop up on socials. In November 2023, a video started circulating on social media, allegedly showing Big Ben, the famous clock atop Elizabeth Tower in London, “wearing” a massive North Face jacket. Snope.com debunked it – https://www.snopes.com/fact-check/big-ben-north-face/. The video showed various signs of being computer-generated. For instance, social media users underscored that what undermined the video’s authenticity was the fact that only three people wearing North Face jackets were pointing at Big Ben.

What’s more, the woman visible at the beginning of the video pointed in the wrong direction, and the phone with which another person is seemingly capturing a picture seemed to be off. Finally, no other videos or photographs were shared from the alleged event, nor did any reputable sources report on Big Ben “wearing” a North Face jacket. But sometimes, they are not CGI at all. They are a practical fabricated OOH stunt.

When Faux OOH isn’t Faux OOH – Real Life Imitating Art: Louis Vuitton New York Building Trunk

Louis Vuitton’s flagship at 1 East 57th Street is being replaced with a building that will nearly double its footprint. During construction, they took a unique approach to masking the construction site when it installed what appears to be a faux facade made of oversized Louis Vuitton trunks, its signature item. The installation blew up on TikTok and Instagram when onlookers started posting videos. But it wasn’t a CGI ad. It was a real, practical installation that looked like a Faux OOH video. A spokesperson for Louis Vuitton said that the installation was designed by the company’s in-house team.

How Groove Jones is Redefining OOH

At Groove Jones, we’ve harnessed cutting-edge CGI technology and creative storytelling to deliver resonate Faux OOH campaigns. We bring a unique combination of technical expertise and creative vision to every campaign:

• • • Unmatched CGI Capabilities: Our team of artists and technologists excels in creating hyper-realistic and fantastical visuals that grab attention.
    • Social-First Strategies: We design campaigns tailored for maximum shareability, ensuring your message reaches far beyond its initial audience.
    • Proven Track Record: With numerous award-winning campaigns under our belt, we understand how to craft stories that resonate.
    • Custom Solutions: Every project is tailored to your brand’s needs, goals, and audience.

Faux OOH is transforming the advertising landscape, providing brands with an opportunity to reach audiences in innovative and cost-effective ways. At Groove Jones, we’re proud to be at the forefront of this movement, delivering campaigns that push the boundaries of creativity and technology. Let us help you create a Faux OOH campaign that captivates, inspires, and drives results. Contact us today to get started!

Digital OOH Case Studies