From Real to Surreal: How Hyperrealism Creates the Wow Factor in Brand Content

Hyperrealism is a visual style where everyday objects are presented in such vivid detail and on such a large scale that they appear “more real than reality.” In modern visual communication, it has become a powerful tool for capturing attention across design, creative concepts, and all types of brand content.

Today, when audiences scroll through hundreds of images and videos daily, hyperrealistic content helps brands stand out, surprise, and remain memorable.

Why Hyperrealism Has Become a Marketing Trend

Combining real-life environments with fantastical details creates an element of surprise. People stop, take a closer look, and share such visuals. It works equally well for social media, OOH advertising, special projects, and even small-scale content formats like Instagram Stories or branded craft materials.

How Hyperrealism Benefits a Brand

• Builds recognition. People remember not just the product, but also the emotional experience.
• Delivers the wow factor. A giant dumpling on a truck or a hyperrealistic collage makes people stop, screenshot, and share.
• Works without sound. In social feeds, this is an advantage: the visual message is instantly clear.

Why Creative Teams Love Hyperrealism

Hyperrealism offers endless room for experimentation:

• Blending photography with collages.
• Bringing even the most ordinary products to life.
• Using metaphors in a literal way to make the message clear and striking.

How Hyperrealistic Content Is Made

Step 1. The Idea

Simple, bold, and visually striking. Usually, a metaphor that can be instantly “read” by the viewer.

Step 2. Concepts & Mood Boards

References, sketches, and different presentation options.

Step 3. Production

• Shooting real environments.
• Combining techniques (e.g., a city photo + a 3D-modelled object).

Step 4. Post-Production

• Retouching and compositing.
• Fine-tuning details, light, and shadows to create a “reality better than reality.”

Case Studies from Our Work

Chipster’s: When the Taste Knocks You Out

Idea:

Show that Chipster’s chips are irresistible — you always want more. And more. And more.

Visual Solution:

We imagined a moment where a giant pack of chips literally knocks someone off balance. On set, the pack didn’t exist — the interaction was created purely through the model’s pose and imagination. We then enlarged the actual product photo and merged the two worlds into one seamless frame.

Technique:

Shot in a studio against a solid backdrop. The key was a precise camera angle so the person and the scaled-up pack aligned perfectly in perspective. In post-production, we:

• Matched color temperatures.
• Added shadows (drop shadows, ambient occlusion).
• Manually refined masks (hair, fingers, shoe edges).

Result:

The audience actively shared, commented on, and saved the image. The content evoked surprise and emotion, cementing the brand’s association with joy, drive, and the desire for “just one more.”

Dobra Hospodarochka: Turning Routine into Magic

Idea:

Transform everyday chores into something unexpected — even magical.

Visual Solution:

We reimagined ordinary items — a sponge, roasting bags — as heroes of whimsical stories. A sponge shaped like a car appeared on a city street; roasting bags “flew” over mountains in a helicopter.

Technique:

These collages combined multiple photographic elements. We matched real-world settings with objects in terms of angle, light source, and scale. Then we added shadows, foam, clouds, snow, and atmospheric depth to unify them into a single scene.

Result:

Familiar household items became stars of memorable, unconventional, and emotionally warm visual stories.

Makey: When Dumplings Become an Adventure

Idea:

Show that there’s no such thing as “too many” Makey dumplings — they’re simply the dumplings.

Visual Solution:

We built a fantasy world where dumplings are more than just food — they float above Kyiv like hot-air balloons and spark both smiles and appetites.

Technique:

We embedded hyperrealistic dumplings into shots of real locations, playing with scale, shadows, and atmospheric perspective — creating the iconic “dumpling rain” over Kyiv’s TSUM and a giant balloon made from the filling itself.

Tips and Takeaways:

• Don’t overdo it. Pushing visuals too far can make them grotesque and off-putting.
• Integrate with brand strategy. Hyperrealism should support the brand’s message, not serve as a gimmick.
• Plan resources. Such concepts require more time and budget for production.

Final Thought

Hyperrealism in content isn’t just a passing trend. It’s a creative tool that helps brands grab attention, spark emotions, and produce shareable visuals.