SUPERBIEN, a creative studio which develops art and commissioned projects for brands and organisations around the world, has shared its insights into the “Faux OOH” and “Fake AR” trend which has proved successful for leading brands.
“It’s not typical that there’s a positive association between anything “fake” and some of the world’s top beauty brands, blue chip media productions and heritage luxury houses,” says a spokesperson from SUPERBIEN.
“But so-called “faux OOH” is a hot ticket for many these days including Maybelline, Isabel Marant and the Barbie movie, just to name a few.”
“Eye-popping content”
Over the past 12 months, SUPERBIEN has worked with Spotify, Jung Kook, and Citroën to develop innovative Faux OOH or Fake AR campaigns.
But what is Fake AR, and why does it appeal to brands?
“Conventional AR, or augmented reality, superimposes interactive 3D elements volumetrically in a user’s environment,” explains the studio. “The classic, ubiquitous “toothbrush test” example is Pokémon Go. But beyond creating an intricate, multiplayer, geo-located game and hoping for over a billion downloads, a great way to get eye-popping content that circulates so fluidly on socials is simply to fake it.”
Faux OOH content is a digital imitation. This is typically a short, edited video that combines an identifiable location which is seamlessly blended with animated 3D assets. The final product may resemble a fake brand activation or a fictional high-end AR filter.
The Faux OOH campaigns for Citroën’s newest car, the AMI, and the publication of Jung Kook’s Golden album required a variety of components, all of which were produced by SUPERBIEN in-house.
This comprehensive approach ranges from location filming to creating and refining 3D components to editing. It results in amazing effects and a more economical and environmentally friendly solution for large-scale OOH stunts.
“So Faux OOH may not be “real deal” AR, but it certainly has a real impact for brands looking to make a cheeky splash and delight consumers along the way,” concludes the studio.
Last year, SUPERBIEN revealed that it had partnered with Ephemera Group for the second time, to create a new innovative, immersive restaurant named Jungle Palace. The organisations had previously worked together on Under the Sea, an immersive diner at a secret location within MK2 Bibliothèque in Paris.
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