KMS and Goldwell's new holiday wrapping paper was the centerpiece of a digital campaign that wrapped iconic European landmarks in brand assets to fabricate a larger-than-life digital atmosphere. Fake Out of Home is a rising trend for brands to capture social media attention with a shock factor: throughout the process, the team centered storytelling around the theme of 'reveal' for a dramatic effect that draws viewers in.
The team began with working through how to convincingly wrap a building and highlight the holiday paper. Selecting stock footage upfront was an intentional choice, narrowing the edit complexity before animation part even began. From there, I took creative visual direction on four of the six videos and executed the Blender animation to realize each concept. Using FSpy point maps, the wrapping paper animation was rigged directly to the motion of the source footage, grounding the digital asset in the physical space. Adobe After Effects added a final layer of dimensionality, masking parts of the animation so the wrapping paper appeared to pass behind real architectural elements...this small detail added a finese that made the illusion believable.
The six videos were delivered to Kao and integrated into the holiday campaigns for both brands, reaching over 9,300 viewers across social media. Each brand's distinct identity shaped the creative direction, with KMS leaning into energy and youthfulness while Goldwell carried a more poised, editorial sensibility. In a format designed to blur the line between real and digital, translating two different brand personas into convincing "guerilla" moments was as much a branding exercise as it was a technical one.
