It’s called Fooh, fake out of home, the most recent proposal developed by 2Watch, a company that is making the use of digital technologies a vehicle to give new life to communication. With this innovative content, the company intends to position itself between brands and consumers: on the one hand, the growing demand from brands that need to reach increasingly demanding targets, and on the other, an audience increasingly hungry for original content with a great visual impact. A phenomenon that is finding success on the part of big brands such as Jacquemus, North Face and Maybelline that have activated social advertising campaigns based on virtual productions in more than 280 countries around the world. A fine line between the real and the virtual, this is the concept on which the video productions launched by 2Watch are based to engage and excite millions of users. Through the combination of technologies such as motion capture, CGI, and artificial intelligence, 2Watch creates high-impact visual experiences that generate debate and interest in audiences. With the use of CGI combined with innovative video shooting techniques, it is possible to create Fooh content on the border between reality and fantasy. Such as, for example, was done on the occasion of Valentine’s Day where 2Watch produced and distributed a video in which a giant fountain of rose petals was seen coming out of an installation in a renowned square in Naples. The video has crossed the Italian borders and has totaled over 18 million views, creating a huge debate all over the world.
Blurring the line between real and virtual
Different technologies but with a single goal, intercept users’ attention by creating engaging and potentially viral content. A tangible opportunity for brands looking to reach new audiences exploiting the originality of the content without resorting to traditional advertising media. The adoption of advanced tools, such as sensorized suits for motion capture, also makes it possible to create photorealistic avatars capable of moving and interacting fluidly, almost completely eliminating the barriers between real and virtual. This, combined with the potential of 5G, offers real-time interactions with very low latency, making it possible to dialogue with digital characters in live events, television broadcasts or social media streaming. Fabrizio Perrone, CEO of 2Watch, said: “Our vision is to anticipate and shape the future of entertainment, leveraging the most advanced technologies to create content that not only entertains, but inspires and deeply engages our audience. Virtual production and CGI videos represent the frontier on which we will continue to innovate, offering unique experiences that raise the level of dialogue between brands and consumers. We believe that the future of entertainment lies in the fusion of reality and virtuality, and 2Watch is proud to lead this transformation.”
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