FOOH · Fake Out of Home

FOOHFake Out of Home

FOOH, Fake Out of Home, is advertising that looks as if it stands in the middle of reality but is built in the computer: a giant can in a city street, a product floating over a square. We made Celsius Orange Rush, where a 20 metre can looked as if it had been flown into central Stockholm, and the campaign got 1.6 million views in three days.

Talk to us →See what we have made ↓

Built by our own 3D team
Filmed for real, built in the computer
Orange Rush: 1.6 M views in three days

Fig. 1Celsius Orange Rush: a 20 metre can in central Stockholm Read the case →

01Included

How we build a FOOH campaign

FOOH looks simple, but many small things have to be right. This is what we do to make it feel real.

01
The idea
A FOOH campaign lives on an idea that makes someone stop mid-scroll: a lie told with a wink. For Celsius it was that a 20 metre can had been placed in central Stockholm and flown there by helicopter.
02
Filming the location
We film the location for real, with people and movement, so that what we build in the computer has something real to sit in.
03
Recreating the camera
The camera's movement is recreated in the computer so the 3D object stays exactly where it should. If it is done sloppily it looks as if it floats around, so we spend time here.
04
The can, the product or the figure in 3D
The product is built in 3D with the right material and a little wear, so that it feels like it really stands there. For Orange Rush our 3D team made both the can and the cloth.
05
Light, shadow and sound
Shadows, reflections, colour and sound go on last, and that is where it goes from good-looking to believable.
06
A campaign that gets to grow
We built Orange Rush in three parts so that curiosity could grow: a teaser with the helicopter, one where the can stands hidden under a cloth and finally the reveal. The same idea also became the product films for the launch.

02Process

How a FOOH film gets made

1
Idea and sketch
We come up with the idea and a sketch of how it will look, and decide where and how it will be filmed.
2
Filming the location
We film the location with the camera movement the idea needs and note what is needed for the 3D object to fit.
3
Building in 3D
The product or figure is built, gets materials and light and is animated. Heavy rendering runs overnight, or on a render farm when it is urgent.
4
Putting it together and releasing it
Everything is put together with shadows, colour and sound, and delivered in the formats the campaign needs. We plan together how it is released in parts.

03Price

What does a FOOH film cost?

FOOH is 3D work on top of filmed footage, so the price follows the 3D time: how hard the product is to build, how advanced the environment and the movement are, how long the film is and how many parts the campaign has. As a starting point a 3D film costs from SEK 40,000 and a campaign with several films from SEK 65,000. You get a fixed price before we start building.

Tell us which product and which location you have in mind, and we will tell you whether it can be done and what it takes. Order straight in Motorn →

04Case

FOOH and 3D in real locations

Orange Rush is our FOOH campaign. The others show the same craft: 3D that sits in a filmed environment.

CelsiusThe Orange Rush launchA 20 metre can that looked as if it had been flown into central Stockholm. 1.6 million views in three days.Read the case →

CelsiusThe Summer Vibe launchThe giant can by the pool was added by our 3D team afterwards, in a film that is otherwise shot for real.Read the case →

LundhagsPadje light trekking shoe3D that stitches the seasons together in a single sweep, in a film where the camera never lets go.Read the case →

CelsiusCosmic VibeA pure 3D job, from the first sketch to the last frame.Read the case →

Motorn → Labbet →

05Words

What people who worked with us say

**Frida Allander**Head of communications, Celsius

06FAQ

Frequently asked questions

What is FOOH?

FOOH stands for Fake Out of Home. It is advertising that looks as if it exists for real in a city setting, for example a giant product by a landmark, but is built in 3D and placed in a filmed environment. It spreads mostly on social media.

How did you make Orange Rush?

The idea was that Celsius had put a 20 metre can in central Stockholm and flown it there by helicopter. We built the can and the cloth in 3D and released the campaign in three parts: the helicopter, the can under a cloth and the reveal. The result was 1.6 million views in three days, and people went to the spot to see if the can was still standing.

Does FOOH have to be labelled as advertising?

It is advertising and has to be recognisable as advertising. The campaign is published by the brand itself, and we build it so that it can be explained when it is released: in Orange Rush the reveal showed the new flavour. How it is labelled and released we decide together with you before anything is published.

What does a FOOH film cost?

The price follows the 3D time: how hard the product is to build, how advanced the environment and the movement are and how many parts the campaign has. As a starting point a 3D film costs from SEK 40,000 and a campaign with several films from SEK 65,000. You get a fixed price before we begin.

How long does it take?

It depends on how much has to be built and how many parts the campaign has. Heavy rendering can take hours per try, so we plan the time together with you and you get a schedule with the quote.

Do we need a 3D model of the product?

No. A CAD file or the packaging artwork makes it faster, otherwise we build the product from pictures and measurements.

Can it be done for our product and our city?

Usually yes. Tell us what you sell and where you want it to stand, and we will tell you what can be done and what it takes.

The people behind it

We are the ones who do the work.

You talk directly to the people who make the film, with no middlemen. We are also the ones who read what you send. Nine people under one roof in Stockholm.