Cartoon by David Rodriguez, Executive Producer of Dos35
In the context of the Malaga Film Festival we will celebrate our sixth edition of the Advertising Film Production Activities. On March 6, 2024, organized together with the Malaga Festival and Malaga Film Office, will be a unique opportunity to learn first hand the latest in this industry. Our program will include a series of presentations in which great professionals with extensive professional experience will bring us closer to the most current and innovative audiovisual sector.
David Rodríguez, Executive Producer of Dos35, together with Gabriel Alemán, Producer of Dos35, will participate in the lecture “The World’s Biggest Gin Tonic”. The conference will deal with the Fake Out Of Home (Fake OOH) technique, which through practical examples, will show the infinite possibilities offered by CGI technology to make a new type of advertising: simulated outdoor advertising. Fresh, viral pieces, that come out of conventional advertising, where you can give free rein to creativity and bet without fear to provide spectacularity and fantasy to situations of everyday life.
Thanks to David Rodriguez, through this interview, we give you a little more of what this magnificent presentation will be about.
What does the Fake OOH technique consist of?
Fake OOH stands for Fake Out Of Home and refers precisely to a type of innovative and emerging advertising that uses public spaces to spread the message we want using CGI technology to create images as realistic as shocking.
What challenges in terms of production are involved in applying simulated outdoor advertising in a project?
It’s very curious in terms of production. You think that the shooting is the easiest part because in most cases you just have to shoot a shot of a specific space as it is and you have it. It’s as if you were shooting a clip with your cell phone wherever you are on any given day. The magic comes later in post-production. Obviously the shooting of that shot is not just anything, it must be perfectly coordinated between the filmmaker and our post-production team so that the integration is viable and the Fake is realistic, so that it gives you the feeling that what you are seeing could be real no matter how surreal what is happening. You also have to be especially careful with where you shoot and what you digitally intervene, because there are spaces that are private, buildings that have image rights… and there you have to explain well the briefing and negotiate rates. And of course, the production of this type of pieces is not exempt from everything that a conventional advertising production entails: hiring of extras, actors, making sure that no passerby who crosses the street sneaks in… No matter how homemade the video finish is, in terms of production we must treat it the same as any spot.
Following the Tanqueray 0.0 campaign, is Dos35 embarking on more projects with a combination of reality and fiction using this same technique?
Yes, we can’t say much, but the Tanqueray 0.0 campaign has been the beginning of a series of productions that will be coming out in the next few months. The truth is that at Dos35 we couldn’t be happier with the repercussion of the campaign, the words of our professional colleagues and the full confidence that both regular partners of the production company and new ones that decide to put themselves in our hands have in us.
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Being such a new technique, what weaknesses do you think it has today?
Perhaps the lack of knowledge of what can and cannot be done. In fact, as far as CGI is concerned, we always say that everything is possible. The peculiarities come more in relation to where you want to shoot, what you want to do, what you want to show… As I said before, not everything goes, it’s not just take the camera and shoot anywhere and intervene digitally as you want. Each case must be well studied. And that, without good advice from a production company behind, can become a problem when the campaign is launched. Once it is understood that we must treat it like any other advertising campaign, I don’t see any weaknesses. On the contrary! What I see is an infinite world of possibilities that were unthinkable before.
How do you see the future of this trend?
The future is always uncertain, what I do have clear is the present and CGI technology or AI techniques (although these Fake OOH do not use any AI) are already our day to day. Thanks to this type of techniques we can reach scenarios that were unthinkable before due to production costs. In addition, the consumption of advertising via mobile is part of our daily life, we are all day with our smartphone connected: if we have five minutes free we get into our social networks, we are continuously consuming this type of fast, immediate advertising, with more or less bill, more or less viral, the friend who shares us a video… And you consume it usually with less rejection than when you’re on the couch at home and comes the cut to advertising.
We know that the advertising scenario is constantly changing. What is a trend now, in a while will no longer be a trend and the focus will be elsewhere. But today we must be there and do it as always in the best possible way.
Interview by Marina Carazo
