To support the opening of new Chillbox stores across different cities in Greece, CGWorks handled the production of a FOOH video that takes the announcement of each new opening from the social feed into the real world.

 

The story begins with a familiar everyday habit: scrolling through Instagram. As the protagonist browses the Chillbox feed, one post suddenly breaks beyond the boundaries of the screen. The signature Chillbox Box topped with frozen yogurt emerges from the phone and takes physical form in the surrounding space, while toppings float around it and an almost heavenly glow heightens the sense of reveal.

 

The transition from digital to physical brings the campaign message to life in a simple and playful way: “It’s no longer a dream. A new Chillbox just opened near you.”

 

The video was designed to adapt to different store opening announcements through a location-specific end card, maintaining a consistent visual identity across each application.

The production combined live-action footage shot on Dionysiou Areopagitou Street in Athens with CGI, VFX and SFX, creating a seamless visual transition from the phone screen into the real world.

 

A key moment in the execution was the Chillbox Box emerging from the Instagram post and gaining volume and presence within the physical environment. Scale, movement, lighting and the interaction between CGI and the live-action footage were carefully crafted to integrate the imaginary element convincingly into the scene, while the floating toppings and visual effects amplify the playful character of the reveal.

 

In this case, FOOH is more than a striking visual effect. It becomes the means through which the idea literally moves from the digital environment into the real world.