This FOOH (Fake-Out-of-Home) campaign for GUM, showcased on Instagram with 448K views, highlighted the brand’s latest oral care products for people with braces. Set in Dam Square, the campaign brings the square’s three statues to life. Each statue performs a role in a coordinated brushing routine: one with a toothpick, another applying toothpaste, and the third brushing the billboard’s teeth, culminating in a synchronized and visually engaging performance.

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I recreated the statues in full detail, including clothing and hair, using a combination of DAZ and custom sculpted elements. All GUM-related props, the toothbrush, toothpaste, and toothpick, were modeled from scratch, and the central billboard mouth was built as a hybrid of DAZ and custom sculpting.
 

I handled all animation, including the nuanced brushing motions, using DAZ rigging combined with manual keyframing to ensure lifelike performance. I also managed lighting and rendering, integrating all CG elements naturally into the live-action environment. All EXR files were delivered with the necessary passes, with render layers structured for efficient compositing.

 

Throughout production, I collaborated with the producer to align with the client’s vision and maintain timelines.