World Pasta Day CGI Activation
Vapiano
Hospitality, Germany
For Vapiano's World Pasta Day campaign, we created a CGI video that turns the celebration of pasta into a city-scale event — with the Burj Khalifa at the centre and giant pasta cascading through the restaurant interior in an exuberant, shareable moment of brand joy
Giant food cascading through a restaurant interior is one of the most inherently shareable formats in food and hospitality CGI advertising — it communicates abundance and celebration through pure visual spectacle. By pairing it with a Burj Khalifa exterior moment, the concept gives the campaign global visual anchor points that extend its reach beyond Vapiano's immediate audience. For a German hospitality brand activating around World Pasta Day, a CGI FOOH approach creates content that is simultaneously brand-coherent, culturally relevant, and designed for organic virality.
CGI FOOH activation campaigns built around food calendar moments — World Pasta Day, World Pizza Day, National Coffee Day — are highly effective for hospitality and restaurant brands that want to participate in cultural conversations with content that goes beyond conventional food photography. If the brand has a hero product with strong visual identity — a specific pasta shape, a signature dish, a recognisable ingredient — CGI video production that scales that product into a city-level celebration creates content that drives both brand awareness and footfall for European hospitality audiences.
ABOUT US
HAUT CGI is a global CGI studio and winner of the Gold Award 2026 at the FOOH Awards for excellence in СGI and FOOH advertising in automotive industry. We produce CGI, FOOH and AI-enhanced content for high-impact product launches and marketing campaigns worldwide. We believe video with a story behind performs differently.
Our A-R-P framework — Attention → Retention → Performance — means every asset is built to do three things: stop the scroll, hold the viewer, and land the brand message. Beautiful is the baseline. Story and performance are the goal.
When brands use our CGI & FOOH Production:
- Product Launch Campaigns: Creating viral 3D/CGI reveals for new product debuts across digital and social channels.
- Pre-Event Activations: Building buzz, teasers, and anticipation ahead of major brand, sports, or retail events.
- Event Announcements: Transforming real-world architecture and landmarks for high-impact campaign announcements.
- Retail & Brand Awareness: Elevating storefronts, out-of-home media, and digital channels with CGI Mixed Reality (MR) experiences.
Discover more of our award-winning work in our CGI & FOOH Case Studies to see how we help global brands launch products through high-impact visual campaigns.