How do you stop people from scrolling and make them question reality?

With the rise of Mixed-Reality Out-of-Home (FOOH) campaigns, brands are seeking ways to blend CGI, VFX, and live-action to create hyper-realistic illusions that captivate audiences. For us, specializing in this space, the challenge was clear: create a mind-bending experience that not only captures attention but sparks conversations online.

The brief for our latest campaign with Investec, released on International Zebra Day through Leagas Delaney, was bold:
“Create a striking, hyper-realistic moment that would set social media abuzz.”

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The concept needed to align seamlessly with Investec’s zebra-themed branding while pushing the limits of what’s possible with Mixed-Reality.

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Believability is the ultimate hook.

In a world where audiences are bombarded with content, the power of Mixed-Reality OOH lies in making people do a double-take and ask, “Did that really just happen?” We knew that achieving this effect would require more than just impressive CGI—it demanded a level of authenticity that felt unscripted and raw, like something captured spontaneously on a smartphone.

This insight shaped the creative direction:

• Hyper-realistic CGI that mimics real-life footage.
• A focus on blending live-action with CG elements so seamlessly that even the most skeptical viewers would be fooled.
• Leveraging Investec’s iconic zebra branding in a way that felt fresh and unexpected.

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Crafting a Viral Mixed-Reality Experience

We delivered a jaw-dropping campaign that featured zebras casually strolling down Grayston Drive in Sandton, captured so convincingly that the internet was convinced it was AI-generated. But every detail—from the zebras’ walk cycle to the texture of their fur—was meticulously handcrafted by their in-house team of directors, animators, designers, editors, and music composers.

Key Elements of the Execution:

• Real-life Footage + CGI: Using a blend of live-action shots, 3D modeling, and compositing, the team created an illusion so seamless it blurred the line between reality and fiction.
• A 'Smartphone' POV: Shot to look like an unplanned video capture, enhancing believability and encouraging shares on social media.
• Integrated Branding: Subtle cues tying back to Investec’s branding, maintaining the brand’s premium image without overshadowing the creative.

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A Masterclass in Viral Marketing

• Millions of views across social platforms within days of release.
• Thousands of shares and comments debating whether the zebras were real or AI-generated.
• Significant uplift in brand sentiment and engagement for Investec.

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