FOOH.

FOOH is short for fake out of home. Out of home is the industry's term for billboards, bus shelters and the screens you walk past; fake out of home is a film that looks like one of those and never existed. The object is built in 3D, the street is real, and the join between them is the entire job.

It is not a billboard, and it is not a VFX shot in the ordinary sense. Nobody is asked to believe a dragon landed on Orchard Road. They are asked to believe a product the size of a building sat there for an afternoon, which is a far narrower and far less forgiving thing to fake.

Fake out of home only works if the object looks like it is genuinely hanging in the street. That is a lighting and surface problem before it is an animation problem: the audience has seen the real product, often in their own hand, and will catch a wrong highlight long before they can say why.

For McDonald's Prosperity Burger, the brief was the hardest version of that. Food is the least forgiving subject there is, because everybody already knows exactly what a burger looks like. The piece was built by scanning the real thing and rebuilding from the scan, rather than modelling from reference images.

Two pieces carry the FOOH tag: McDonald's Prosperity Burger, made for the Lunar New Year return, and Maybelline Teddy Tint. Each has its own page with the build on it, including what was scanned, what was rebuilt and what the brief actually asked for. Milk Rexosomes was tagged FOOH until 2026-10-09 and is not: it is a scientific visualisation with no street in it, and a page that defines the term is the worst place to contradict it.

If you are weighing FOOH against a studio product film, the distinction worth holding is placement. FOOH puts the product in a public place at an impossible scale. A product film puts the camera close and lets the product behave in ways it cannot. Lioncolony does both, and the two often ship as one campaign.