Fake Out of Home Campaigns Go Viral: The Anatomy of Shareable CGI Moments

In today’s digital-first marketing landscape, few creative formats have captured as much attention as Fake Out of Home (FOOH). These campaigns, built on clever CGI illusions, take familiar cityscapes and landmarks and transform them into scenes that feel larger than life. What makes them powerful is their ability to exist in a space between the real and the imagined.

A towering handbag bursting through a street in Milan, a giant sneaker splashing into New York’s Times Square, or a surreal waterfall flowing through an airport in Singapore. These are not physical stunts, yet they spread across Instagram, TikTok, and LinkedIn as if they were. In essence, FOOH campaigns harness the psychology of spectacle, novelty, and illusion to create unforgettable content designed for sharing.

This article looks at why FOOH thrives on virality, highlights case studies of successful campaigns such as those in FOOH Singapore, and offers practical tips for marketers planning their own Fake Out of Home initiatives.

Why Fake Out of Home Works for Social Virality

At its core, Fake Out of Home taps into three psychological triggers:

• Illusion and Surprise

Humans are wired to respond to visual tricks. When something defies physical reality but appears believable, it creates a moment of surprise and delight. Viewers are compelled to look twice, and then to share the content so others can experience the same reaction.

• Novelty and Shareability

Social media thrives on novelty. Algorithms reward content that sparks high engagement quickly. Fake Out of Home content stands out because it feels fresh compared to traditional advertising formats. A giant object appearing where it should not create immediate curiosity and conversation.

• The Blurred Line Between Real and Unreal

Audiences today are highly sceptical yet still intrigued by content that challenges their perception. FOOH campaigns thrive in this grey area. Part of their appeal is the debate they spark: “Is this real?” “How did they do that?” The ambiguity fuels discussion, which in turn drives visibility.

The Evolution of Fake Out of Home Marketing

While CGI advertising has existed for years, the rise of short-form social media platforms has elevated FOOH into a distinct category of social media brand stunts. The format aligns seamlessly with the way people consume content: quickly, visually, and in bite-sized clips optimised for mobile screens.

The trend accelerated in 2023 and 2024, when major global brands adopted the approach. What began as experimental content soon became a mainstream tactic for companies wanting to achieve cultural relevance.

Case Studies: Viral FOOH Campaigns That Made Headlines

Let’s examine some of the most iconic Fake Out of Home activations that demonstrate the power of this format.

Jacquemus’ Giant Bags in Paris

_{https://www.instagram.com/reel/CqqCfr-uovy/}

In 2023, French fashion brand Jacquemus took social media by storm with a video showing oversized Le Bambino bags cruising the streets of Paris on top of vehicles. At first, audiences believed they were witnessing a bold outdoor stunt. Later, the brand confirmed it was CGI.

The campaign went viral on Instagram and TikTok, sparking millions of views and endless reposts. It perfectly blended glamour, humour, and illusion.

Source: NDTV coverage

Maybelline’s Mascara-Lashed London Transport

_{https://www.tiktok.com/@maybelline/video/7253207083884072234}

Perhaps one of the most talked-about Fake Out of Home stunts of 2023 came from Maybelline. Videos showed London Underground trains adorned with giant eyelashes being brushed by colossal mascara wands, as well as buses receiving the same surreal treatment.

Audiences were split, with some thinking it was a real stunt while others quickly recognised the CGI. Either way, the content went viral across TikTok, Instagram, and LinkedIn.

Source: www.beautypackaging.com 

The Oceanographic Wave in Seoul

_{https://www.youtube.com/watch?v=z9l88kC9gxw&t}

Before branded Fake Out of Home became widespread, one of the earliest viral illusions appeared on a 3D digital screen in Seoul, South Korea. It depicted a giant wave crashing inside a glass box. Although it was not linked to any product, the spectacle gained millions of shares.

The installation, titled “WAVE,” was created by d’strict, a firm specialising in immersive technology for public art. The project took four months to complete, with three months dedicated to digital design to ensure the effect looked as realistic as possible.

Source: edition.cnn.com, www.dstrict.com 

Ellie Motion’s Anessa FOOH Campaign

_{https://www.instagram.com/p/DNPuw6sSY6G/}

The success of these global examples shows how Fake Out of Home campaigns thrive on illusion, novelty, and spectacle. This momentum has not been limited to fashion or public art. Ellie Motion brought the same viral energy into the beauty sector with a CGI-driven campaign for Anessa, Shiseido’s premium sunscreen.

Unlike many activations that rely purely on scale or shock, the Anessa campaign tied directly into the product story of ultimate protection from the sun. By visualising this concept in surreal urban contexts, the campaign reinforced brand messaging while still delivering visual novelty. This approach highlights the evolution of Fake Out of Home from simple stunts to brand-led storytelling.

Takeaways from Virality: Why These Campaigns Worked

Key elements across successful Fake Out of Home activations include:

• Simplicity—A single striking visual is quickly understood and easily shared.
• Cultural context—Using landmarks or cultural icons helps viewers feel immediately connected.
• Brand alignment—The visual effects complement, not overshadow, the brand identity.
• Design for social—Short, bold videos formatted for TikTok, Instagram, or LinkedIn maximise impact.

Practical Tips for Marketers Planning FOOH Campaigns

For marketers looking to explore FOOH, here are six practical guidelines:

1. Anchor Stunts in Strategy

Start with brand values or product truths. Spectacle alone may drive views, but won’t deliver long-term brand equity.

2. Think Social-First

Most audiences will encounter your campaign on Instagram, TikTok, or LinkedIn rather than on the streets. Create visuals that make people pause mid-scroll by using vertical formats, quick reveals, and bold captions.

3. Use Familiar Landmarks

Audiences love recognising their own cities in impossible scenarios. Localisation adds both credibility and cultural relevance.

4. Plan for the “Is it real?” Factor

Audiences inevitably ask whether a Fake Out of Home stunt is genuine. The decision lies in whether to keep the illusion intact or to reveal the creative process as a way to extend reach.

5. Invest in Quality CGI

Mediocre VFX can ruin credibility. Partner with studios experienced in photorealistic CGI to ensure the illusion holds up under scrutiny.

6. Amplify Beyond Organic Reach

A viral video is never guaranteed. Support launches with influencer seeding, paid media boosts, and PR tie-ins to ensure broader impact.

The Future of FOOH: From Stunt to Strategy

Fake Out of Home is no longer just a passing trend. As CGI viral ads become more sophisticated and accessible, FOOH will evolve into a core tool within digital marketing strategies. The brands that stand out will not simply aim to shock their audiences. They will be the ones that combine spectacle with storytelling in a way that feels authentic and memorable.

For Ellie Motion, the Shiseido's Anessa campaign illustrates this shift. It showed how FOOH can go beyond dazzling visuals to deliver a clear brand promise. The key lesson is that Fake Out of Home is not about faking reality. It is about crafting brand stories so vivid and believable that people feel compelled to share them.

If you are ready to explore how Fake Out of Home can elevate your brand, we would be delighted to connect with you. 

Let’s get in touch.

Sources referenced:

• _{https://yordstudio.com/fake-out-of-home-advertising-why-is-it-becoming-so-popular/} 
• _{Jacquemus Paris handbags: NDTV}
• _{Maybelline Mascara CGI: Beauty Packaging, Glossy, MGT Design}
• _{Wave in Seoul: CNN,   dstrict.com}