When Maybelline published this Tiktok of a London Underground touching up its make-up with their mascara, the Internet went wild. Real set-up or virtual reality? Over the past few weeks, dozens of videos have appeared on social media featuring marketing displays that defy the laws of possibilities, attracting the curiosity of viewers. This Glossy article reveals how brands are overflowing with originality to go viral on social media with fake out-of-doors campaigns, playing with CGI to surprise consumers and drive sales.

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