Behind the scenes of a FOOH shoot
From location scouting to post-production, here's how we build a believable Fake Out Of Home experience — from the first storyboard to release.
FOOH (Fake Out Of Home) has become one of the most powerful formats for capturing attention on social media. But behind a 15-second clip that looks like it was shot in the middle of the street lies a long and meticulous production process.
It all starts with location scouting. We pick a real place — a square, a building facade, a metro station — and film it under neutral lighting conditions, often early in the morning, to get a clean plate we can work with in post.
Next comes 3D design: the product or fictional installation is modeled and lit to match the exact lighting of the shot plate. That lighting consistency is what makes the illusion believable.
Compositing is the trickiest step. Shadows, reflections and interactions with the environment — passers-by, vehicles, wind in a fabric — all need to be integrated so the eye can't detect any seam between real and virtual.
The final result only lasts a few seconds, but it usually condenses two to three weeks of work across scouting, 3D modeling, animation and final compositing.
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