When Run Jump Fly dropped their latest spot for Investec, the internet was convinced it was AI-generated. But the truth is, every detail was handcrafted by their in-house team of directors, animators, designers, editors, and music composers. This boutique production company has quickly become a specialist in Mixed-Reality OOH. They’ve been behind some of the biggest Mixed-Reality campaigns in the space (KFC ‘Coffee’, Johnnie Walker ‘The Luxurious Marble Circus’, and more), and yet, they seem to be run-jump-flying under the radar, which is almost absurd, given their track record.

What is Mixed-Reality Out-of-Home (or Fake OOH)? It’s advertising that blends CGI, VFX, and live-action to create illusions of real-world activations; like a car bursting through a billboard or a giant sneaker crashing onto the street. These scenes don’t actually exist in real life, but they’re created so convincingly on video that people online believe they do. When it comes to this relatively new category, Run Jump Fly has built a reputation as one South Africa’s specialists. 

The brief for their Investec campaign, released on International Zebra Day through Leagas Delaney, was big: “Create a striking, hyper-realistic moment for Zebra Day that would set social media abuzz.” Given that the zebra has long been central to Investec’s branding, it made perfect sense. The result? Zebras casually strolling down Grayston Drive in Sandton, captured in a way so authentic, it had us convinced!

(Progress shot, 3D modelled zebras being motion-tracked into the live film scene)

Rather than relying on AI, the team crafted the sequence using some live-action footage, 3D modelling, and compositing. RJF’s Creative Directors Anthony Maneschijn and Dane Steinhobel developed the technique by layering real-life shots with CG animation, ensuring every detail, from the zebras’ walk cycle to the texture of their fur, was indistinguishable from reality. “We didn’t want it to feel too cinematic,” say Lead producer Devin Armstrong. “It needed to look like something someone just happened to capture on their phone and upload online.”

But Run Jump Fly doesn’t only do Mixed-Reality content. They were the production company behind the multiple award-winning VW ‘Night School’ and VW ‘Blind Spot’ (won a Cannes Lions Silver & Bronze, Loerie Grand Prix, and more) with Ogilvy Cape Town and then there was City of Cape Town ‘Worst Passengers’, again with Ogilvy. Run Jump Fly was ranked by the Loeries as #13 Production Company (Film) and #8 Overall Production Company, with their director Lourens Smit placing 16th in the director rankings, not to mention all their other awards including a Silver Cannes Lions. 

From film and photography, post-production and animation to mixed reality content, their full-service approach ensures that every detail is handled in-house. “We’re the guys who take on the projects that everyone else is too nervous to take on,” says RJF’s Tristan. “When the ask is enormous, that’s when we’re in our element. And our philosophy is simple, solve big creative challenges with transparency, trust, and excellence.”

Wanna (s)talk some more? Check out Run Jump Fly’s Company Website.