JoelR Posted October 30, 2023 Share Posted October 30, 2023 This summer, Maybelline took over public transportation in London and New York with giant mascara wands swiping larger-than-life eyelashes at Tube stops and long, purple buses roaring down Broadway. The videos went viral, with people calling them “top notch” and “the best ad[s] ever.” None of it actually happened. The videos were created for Maybelline by CGI artist Ian Padgham as part of his production company, Origiful. Padgham has worked with other brands like Burberry, Gucci, Jacquemus, and Château de Cérons on what he calls “FOOH” (pronounced faux) or fake out-of-home content. Brands like Adidas, Mattel, and Truff have also used CGI to create seemingly real activations for social media. In addition to creating buzz online, marketers told us that FOOH provides a way for brands to save money and test new ideas without some of the hurdles of traditional OOH. Quote Link to comment Share on other sites More sharing options...
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