Faux out-of-home or 'FOOH' content has gained a lot of popularity in 2023. Major consumer brands are increasingly using it to run compelling and engaging organic campaigns on social media, some of which, have also gone viral. Despite some of the legal, ethical, and commercial issues surrounding it, the 'FOOH' content holds a lot of promise for brands willing to tell stories in a fresh, entertaining way. And the reality-bending nature of this content is a good stepping stone for brands preparing to get into the Metaverse.((((