[Interview] Wouter Sel, Founder, Volstok

Wouter Sel is founder and creative director at Volstok. The Belgian animation studio is part of Pakt.co.

In this interview, he talks about the success of FOOH campaigns and why they suddenly seem to be everywhere.

Fake Out Of Home is very present in social media marketing. Why is that?

FOOH simply works. Because it’s snappy content that sparks the imagination. Social media remains the playground where impact is key: the visual language is more momentary, fleeting and less scrutinised – but it needs to surprise, amaze, and leave an impression.

With minimal resources, you can evoke a smile, confusion, or wonder that engages people to look longer. We’re all curious creatures, right? A car driving through the canals of Amsterdam, a gigantic cycling jersey on the train station rafters; let the imagination run wild, and we make it visual, claiming the viewer’s attention in the process.

Many brands already use FOOH. How does Volstok make a difference?

At its core, animation is about creating non-existent worlds, where unique laws apply and impossible situations become reality. For years, we’ve loved combining that with filmed footage to create interactions with the real world. Now, we’re taking it a step further by blurring the line between imagination and reality even more, and that’s what makes you stand out from the crowd.

In our approach, it becomes the opposite of fake: we integrate the idea so deeply that a brief moment of doubt arises, leading to amazement. The art lies in making the idea visually convincing so that it can pass as real.

Is there a recipe? What are the ingredients of a strong FOOH briefing?

Purity. The creative idea is essential. Everything else flows from it. In one glance, the concept should unfold naturally before your eyes, enchanting you for a tiny moment with a digital stunt that maybe-might-just-be possible. When it becomes too scripted, you can feel the illusion crack before your eyes: spontaneity and an effortless impression are crucial, or I simply won’t believe in it.

The best FOOH videos are more than just a playful idea: they also create a strong connection between the brand and the context. In my opinion, randomness is the biggest obstacle because the video must be interesting enough to avoid being swiped away. Even if it lives entirely in the imagination, there must always be a reason for its existence, or it will drown in the mass.

Do you see FOOH evolving further?

FOOH is more than a gimmick; it’s easily shareable and entertaining brand communication. Thanks to our experience, we can create it quickly, but that doesn’t make it easy. The secret lies in maintaining the spontaneous nature and tickling people’s imagination, even if it’s for just a moment, and that requires creative expertise. It also holds the potential to react to current topics and relevant subjects, making it a playful way to inspire your audience. On top of that, it’s entertaining, easily shareable, and highly visible. What’s there not to like?

www.volstok.com

www.pakt.co

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