The fashion world is no stranger to trends, but the latest—coined the "faux or fake 'ooh'" (FOOH)—has captivated social media, injecting awe and excitement into otherwise traditional ad campaigns. This phenomenon, which began with a viral Instagram post by French fashion house Jacquemus in 2023, has since become a creative tool across various sectors, including the film industry and brand marketing.
FOOH made by Orbitae
THE BIRTH OF THE FOOH
In April 2023, Jacquemus launched an Instagram post that quickly went viral, generating buzz far beyond the fashion community. The post featured their iconic Bambino bags cruising through the streets of Paris as if they were cars. The visuals were so convincing that viewers questioned whether they were real or digitally manipulated—a perfect example of what would later be dubbed the "faux or fake ooh".
The post, now iconic with 48.8 million views, was the work of 3D artist Ian Padgham, who uses CGI to create fun and improbable social media videos. In an interview with Paper, Padgham revealed that he pushes to have “carte blanche” on the creative process. Initially, Jacquemus wasn't certain about the tone, but ultimately, their decision to proceed with this playful concept proved to be very successful. So, they kept on doing it.
Images from Jacquemus' Instagram
Today, these kinds of videos are taking over social media, used by brands and the movie industry alike. This fusion of real video footage with CGI elements has captivated audiences and opened new possibilities for digital marketing.
NOT YOUR REGULAR REEL
FOOH is all about blending real-world environments with digitally created objects, producing scenes that straddle the line between reality and fantasy—achievements that would be nearly impossible in traditional marketing or standard OOH campaigns. The range of videos is now as creative and varied as possible.
This also means that it allows you to put your product or campaign wherever you want. Have an event in Paris? Put the product near the Arc de Triomphe. Your movie premieres in a festival or a specific city? No need to plan complex logistics—create a stunning digital element in the real backdrop that fits the occasion.
All in all, FOOH's flexibility reduces production costs and time, while maximizing the impact and reach of your campaign. This dynamic approach enables brands to craft memorable experiences that resonate with diverse audiences, making it a powerful tool in today’s digital-first marketing strategies.
To create these reels, Padgham outlines a meticulous three-step process. First, the footage is filmed in a way that allows for 3D space tracking, essential for inserting digital elements. Next, these CGI elements, such as the bags, are integrated into the footage with careful attention to lighting, shadows, reflections, and the physical space. Finally, hours are spent retouching each detail, ensuring that viewers can't easily detect the manipulation.
“The reason these videos do so well is that probably half of the people who see them either think it's real or can't tell, and that's what drives engagement,” Padgham explains.
MARKETING DECEIT OR KEEPING UP WITH THE TIMES?
With the rise of FOOH, some have questioned whether this trend should have a place in the marketing landscape. Critics argue that these campaigns blur the line between reality and fantasy, potentially misleading audiences, thus hurting the brand. However, proponents view them as a legitimate artistic and marketing tool that leverages digital innovation. The controversy centers on whether such "faux" elements enhance creativity or undermine authenticity.
Despite the debate, FOOH is here to stay. While some ads may make you look twice, the intention is not to deceive but to create something fun and surprising fro you to watch on your feed. Numbers back up the trend: a Medium article reports that FOOH has a 20% higher recall rate compared to traditional OOH, and 74% of marketers have seen a spike in engagement with these digital strategies.
In the end, it's still about the same thing: being memorable, all while allowing brands to showcase a different fun side of themselves.
The possibilities are endless, and the impact is undeniable. That’s why at Orbitae, with our 15 years of expertise in 3D, we’re here to help you harness this fun and innovative approach. Let’s create something extraordinary together—something that makes your audience do a double-take and remember your brand. Contact us today to start your FOOH campaign!
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