Fake Out of Home (FOOH) has become one of the most disruptive and culturally resonant formats in modern advertising. By blending real-world footage with hyper-realistic digital interventions — using CGI, 3D, VFX, digital twins, and generative AI — FOOH creates scenes so believable that audiences immediately wonder:
“Did that really happen?”
This brief moment of doubt triggers a powerful chain reaction: attention, rewatch, sharing, virality.
In Brazil, the evolution of this format has a clear protagonist: MUVA House.
With 17+ FOOH projects, over 1 billion views, and some of the most influential and replicated cases in the country, MUVA House has established itself as Brazil’s leading authority in FOOH.
Among its standout achievements is the now-iconic Cristo Olímpico created for Globoplay — developed in partnership with Alterlabs and awarded at the Gema Awards LATAM 2025.
- 🥇 Gold – Visual Effects
- 🥈 Silver – Social Media Video
A milestone for Brazilian digital creativity.
WHAT IS FOOH (FAKE OUT OF HOME)?
FOOH is a creative technique that overlays digital, CGI-generated elements onto real-world environments, creating the illusion that something extraordinary occurred — even though nothing physically happened.
It blends:
- real-world footage (camera or drone),
- high-fidelity CGI and 3D modeling,
- digital twins of real environments,
- generative AI for texture refinement,
- cinematic VFX pipelines,
- physics simulations,
- and advanced compositing.
FOOH is not merely an effect.
It is a storytelling language where technology meets culture.
WHY FOOH WORKS SO WELL (THE 8 PERFORMANCE TRIGGERS)
1. Convincing realism
The more believable the digital intervention, the greater the emotional and cognitive impact.
2. Instant surprise
The unexpected captures attention within seconds — crucial on social media.
3. Guaranteed rewatch
Audiences rewatch to understand “how it was done,” multiplying organic reach.
4. Native viral appeal
Perfect for TikTok, Reels, and Shorts — short, surprising, and shareable.
5. Less operational bureaucracy
FOOH eliminates physical installation, street logistics, and on-site structures.
However: Even when the intervention is digital, commercial use of iconic locations, private buildings, monuments, or protected architectural landmarks still requires licenses and formal authorization — including fees and approval timelines.
Examples include:
- Christ the Redeemer → requires authorization from the Archdiocese.
- MASP → controlled commercial image usage.
- Private buildings and museums → licensing is mandatory, even for digital twins.
In short: FOOH reduces physical bureaucracy, but does NOT eliminate legal responsibility.
6. Scalable across all formats
The same piece can be adapted to vertical, horizontal, DOOH, TV, digital campaigns, and more.
7. Impossible narratives
FOOH allows stories that defy architectural, physical, or urban limitations.
8. The fusion of technology and storytelling
CGI, VFX, and AI enhance narrative power — turning FOOH into cultural content.
WHY MUVA HOUSE HAS BECOME BRAZIL’S LEADING FOOH REFERENCE
MUVA stands out not only for technical expertise, but for the ability to integrate:
- cinematic quality,
- operational speed,
- mastery of CGI and VFX,
- proprietary hybrid pipelines (real + digital + AI),
- cultural timing,
- narrative design,
- legal expertise in image rights,
- and strategic thinking for virality.
MUVA doesn’t just produce FOOH.
MUVA sets the benchmark for FOOH in Brazil.
THE 3 TYPES OF FOOH PRODUCED BY MUVA HOUSE
1. Real-world capture + CGI
Live-action footage enhanced with integrated digital interventions.
2. Digital twins (3D reconstruction)
Precise 3D replicas of real environments using LIDAR, photogrammetry, and generative AI.
3. Full CGI FOOH
Total creative freedom — environments, characters, crowds, lighting, atmosphere, all digital.
FOOH ISN’T NECESSARILY CHEAPER — IT’S SMARTER
Investment depends on:
- complexity of CGI,
- accuracy of digital twins,
- simulations and VFX layers,
- drone capture,
- timeline,
- use of AI.
The real advantage is:
- creative freedom,
- visual impact,
- adaptation speed,
- flexibility,
- scalability,
- and efficiency for digital-first campaigns.
LEGAL NOTE: FOOH STILL REQUIRES LICENSING IN MANY CASES
While it avoids physical installation and urban logistics, FOOH still requires legal permission when using:
- protected monuments,
- private buildings,
- museums and cultural institutions,
- architectural works with image rights.
License approval may involve fees, contracts, and regulatory review.
MUVA House manages this process end-to-end, ensuring safety, compliance, and predictability.
MUVA’S MOST ICONIC FOOH PROJECTS
JW at The Town Festival
Real-world capture + CGI intervention.
One of the brand’s first major viral hits with 56M+ views.
JW at Arcos da Lapa
Brazil’s first FOOH using full LIDAR reconstruction of a historical landmark.
Bradesco at Lollapalooza
100% CGI.
Station, train, atmosphere, and nearly all characters created digitally.
Sponge Bob — Anniversary Campaign
A full CGI recreation of São Paulo’s Avenida Paulista. digital twin.
Cristo Olímpico — Globoplay
Brazil’s most awarded FOOH.
Drone + digital twin + CGI + generative AI + cinematic VFX.
Gold & Silver at Gema Awards LATAM 2025.
CASE STUDY: CRISTO OLÍMPICO (GLOBOPLAY)
On the eve of the Paris 2024 Olympics, Globoplay sought a piece that combined:
- emotion,
- cultural resonance,
- scale,
- timing,
- and immediate social impact.
MUVA House delivered far beyond expectations.
How it was made:
- aerial capture with drone footage,
- hyper-realistic digital twin of Christ the Redeemer,
- generative AI texture enhancement,
- atmospheric and lighting simulations,
- cinematic VFX pipeline adapted for speed,
- seamless 3D–live-action integration.
Awards
🥇 Ouro — Visual Effects
🥈 Prata — Social Media Video
Gema Awards LATAM 2025
(in collaboration with Alterlabs)
Why it went viral
- perfect cultural timing,
- emotional symbolism,
- high technical fidelity,
- social shareability,
- and strong narrative power.
WHAT WE LEARNED FROM PRODUCING 17+ FOOHs
- Every FOOH is a storytelling project.
- Choosing the right technique defines the result.
- Timing can be more valuable than budget.
- Culture drives engagement.
- The audience loves to be surprised.
- FOOH is not an effect — it’s a language.
FAQ — FREQUENTLY ASKED QUESTIONS
1. What exactly is FOOH?
A digital intervention that simulates real-world actions using CGI and VFX.
2. Does FOOH require licensing?
Yes. Buildings, monuments, and protected architecture still require commercial authorization.
3. Is FOOH cheaper than traditional advertising?
Not necessarily. It depends on complexity — but it is more efficient and scalable.
4. How long does it take to produce a FOOH?
Timelines vary between 10 days and 3 weeks, depending on complexity.
However, when creative direction, pipeline, and execution are fully aligned, the process can be extremely fast.
A strong example is the Johnnie Walker Striding Man arriving at The Town:
- MUVA modeled, textured, rigged, and simulated the character in one week;
- filmed the live-action plate on the festival’s opening day;
- finalized the CGI–live action integration in record time;
- and released the FOOH in under 24 hours, before Day 2 began.
This showcases MUVA House’s ability to combine cinematic quality with advertising speed.
5. Why do FOOHs go viral so easily?
Because they trigger surprise, disbelief, replay, and conversation.
6. Is MUVA House really the leading FOOH reference in Brazil?
Yes. MUVA has the highest volume of projects, views, and internationally awarded FOOHs in the country.
finally
FOOH is more than a technique — it’s a cultural language.
It merges creativity, technology, emotion, and storytelling into content that shapes public conversation.
Today, MUVA House is Brazil’s leading force in this space, setting creative and technical standards and delivering culturally resonant FOOHs with global impact.
If your brand seeks:
- cultural presence,
- emotional relevance,
- meaningful virality,
- innovative storytelling,
- and high visual impact.
Then the answer is simple:
Your next campaign should be a FOOH — and it should be produced by MUVA House.
👉To create a culturally powerful FOOH for your brand:
comercial@muvahouse.com
