David Title, Bravo Media

The 16:9 PODCAST IS SPONSORED BY SCREENFEED – DIGITAL SIGNAGE CONTENT We've seen a noticeable rise in the last couple of years of visual illusions and other trickery on big digital OOH screens and other surfaces presented as real screens, when they're not. There's enough of it that observers have started giving it names, like virtual out of home, Fake DOOH or the one I like - Faux DOOH. Arguably,  the most notable ones involve Dubai landmarks - a giant, empty picture frame in that city turned into an Adidas billboard celebrating Lionel Messi's World Cup win. Or a giant Barbie taking a step in a plaza, with the Burj skyscraper looming in the immediate background. They're fun and noteworthy, but if people got in their cars to go have a look in person, they'd be disappointed, because they're totally computer-based compositions overlaid on surfaces that don't have screens. And it absolutely happens. David Title of the New York creative technology shop Bravo Media goes back and forth with me a lot about this stuff, on social media.  While we both have a problem with CGI creative presented as real when it isn't, we have differing opinions on its validity and value. In this podcast, we get into what's going on, how it is done, the good and the bad, and interesting things like the legal implications of running a Faux DOOH ad overlaid on a real screen that the media owner otherwise sells. It's a fun half-hour. Subscribe from wherever you pick up new podcasts. TRANSCRIPT David, thank you for joining me. We've chatted once before, but that was in your office in New York. Can you give me a rundown of what Bravo Media does, first of all?  David Title: Sure. Bravo is a creative production studio with a very sort of direct focus on real-world, real-time experience, and for us, that sort of splits almost down the middle between working on events across trade shows, conferences, activations, launches and then working on projects within the built environment around corporate environments and retail display and hospitality and immersive attraction and combining the world of visual content animation 2D and 3D modeling video along with interactive development and design. Would you liken yourself more to an agency or like a solutions provider because, I know, a lot of the stuff you do involves some hardware as well, like you've gotta figure that part out? David Title: Yeah, we straddle a lot of those traditional titles. We work with agencies quite often to help them execute projects that they have developed with their clients. We also work directly with clients across a lot of areas, especially in the B2B space, on projects in which we're helping from ideation right through delivery. And on the hardware side, we really partner across the board with folks in the AV and hardware space. From LED providers, integrators, manufacturers, and all those folks have to come together. The thing that's so challenging and exciting about the idea of experiential marketing is that it does require a swath of people with different specialties, and any place that's saying they were doing it alone is either lying or doing it badly.  I know it's always difficult to talk about projects that you've worked on because a lot of your customers don't allow you to say anything. But are there ones that you can provide references that people might be familiar with?  David Title: Sure. I think a couple of things that have been fun for us that are out in the public eye; I know NFL season is starting up again shortly, and we got to work on a pretty exciting project as they were building out the new NFL Broadcast Studios, network Studios next to SoFi Stadium. And we helped create this pretty phenomenal piece of the studio called the Duke, which is half of a giant extruded glass and metal football, but each pane of glass is actually reactive. So it can go from opaque to transparent in a microsecond and then fully projection mapped. So, we're able to go from this clear dis