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How to plan a FOOH campaign, from brief to launch
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FOOH, fake out of home, is a giant 3D illusion built on real city footage. Viewers stop and ask "is that real?", and that pause is gold in a scrolling feed. Our Suwen bus stop film alone reached 58 million views; this piece covers the four steps we settled on along the way.
1. Location comes before message
Good FOOH starts with the place. Pick a spot everyone knows from daily life: a bus stop, a square, a main street. Familiarity powers the illusion; magic staged on a street nobody recognises loses its trick.
2. The illusion must fit in one sentence
"A giant box unfolds at the bus stop." "The campaign wraps around the tower." If you cannot pitch the idea in one line, viewers will not get it in three seconds. Complexity is FOOH's enemy; one clean impossibility is enough.
3. Shoot and 3D belong to one team
When the plate shoot and the 3D build come from different hands, mismatched light gives the illusion away. Camera angle, time of day and lens data need planning with the 3D team from day one. That is why we keep both under one roof.
4. Launch strategy is half the film
A FOOH film is made for the feed, not for television. Vertical is a first class citizen, the first two seconds carry the film, and the brand does not hide until the end. Build the launch plan at the same table as the production.
If you have a place and a brand in mind, the rest is our job. Leave a brief on our FOOH page and we will come back with concepts built for your location. For how budgets take shape, our pricing piece applies to FOOH too.