01
City takeovers
Your product at architectural scale on a square, a harbour, a church or a highway, filmed where your audience lives.
Mixed reality · FOOH · Copenhagen
CGI that liveson a real street.
A CGI object composited into real footage of a real place: a giant duck on Copenhagen's rooftops, a landmark flown over the city, a billboard-sized bra landing softly downtown. It looks like it happened, and that is why people share it.
11Mviews, Himmelbjerget tower over Copenhagen
300M+views, SKIMS softest landing
15M+views, Hyundai IONIQ 6 coast to city
The format
Real place. Impossible object.
We film the real location, build the object in 3D and composite the two so the light, shadows and reflections match. Then we plan the post, the seeding and the paid push, because a FOOH film is only viral if it is distributed like one.
CGI, 3D and AI films are produced with WHY.CGI, the CGI studio founded by our partner Sebastian Bondo. One brief, one team in Copenhagen: studio, campaign and distribution together.
Mixed reality, in four shapes.
Pick the place, we bring the object.
02
Landmark moments
A famous place doing something impossible: Himmelbjerget's tower lifted to Copenhagen City Hall Square, Lady Liberty dressed in Dior.
03
Launch teasers
A CGI version of the activation released before the real build, like the NYX duck, which got a CGI film and a real inflatable in Copenhagen.
04
Always-on series
Monthly mixed-reality films for brands that want to own the format, with a look and a rhythm people recognise.
FOOH films we have made.
Selected mixed-reality work by Humanbetween and WHY.CGI. Tap any film to watch it here.
Films marked No AI were made without generative AI.CGI work by WHY.CGI, the studio founded by our partner Sebastian Bondo.
From location to viral.
Four stages, including the one most studios skip: distribution.
01
Place & idea
Which location, which object, which impossible thing. We scout, check permissions for filming and storyboard the moment.
LocationConceptStoryboard
02
Shoot the plate
We film the real place with the camera move the CGI needs, capturing light and reflections to match later.
Plate shootLight reference
03
Build & composite
The object is modelled, animated and rendered into the footage, with shadows, reflections and crowd reactions that sell it.
CGITrackingCompositing
04
Release & push
Post plan, seeding to the right accounts and paid reach so the film finds the people who will share it.
SeedingPaid socialReporting
Typically two to four weeks from brief to release. Faster for a single object in a location we already have footage of.
A few good
questions.
What does FOOH mean?+
Fake out of home: an outdoor advertising moment that only exists on screen. A CGI object is composited into real footage so it looks like a real installation or billboard, without the cost or permits of building one.
Is mixed reality advertising misleading?+
Audiences understand the format and reward the craft. We recommend brands caption it as CGI where appropriate, and most of our clients do.
How much does a FOOH video cost?+
Less than building the real thing, more than a stock clip. Price depends on the location shoot, the complexity of the object and the number of formats. Send the idea and we will scope it.
Can you do it in Copenhagen?+
Yes, that is home. We have flown Himmelbjerget's tower to City Hall Square, landed a giant duck for NYX and turned the Marble Church into a spectacle for Gardinex.
How quickly can a mixed-reality film be made?+
Typically two to four weeks from brief to release, faster for a single-object film in a location we already have footage of.
Your turn
Which street should we take over?
A location, a product, an impossible idea. Let's make people look twice.