This "billboard" fooled a lot of people after Argentina's win, myself included. So while it may not be possible for the AV community (yet), I think it raises interesting questions about brands and content. Is it worth the social media buzz even if you're not up front about modified content? Do audiences even care?

Many thanks to Dave Haynes at Sixteen:Nine for helping us play mythbusters on this one.

A massive, holographic billboard celebrating Argentina's victory in the World Cup went viral on social media this week. It seemed too good to be true. Is it? We put on our mythbusting hats and spoke with Dave Haynes at @sixteennine to investigate. #digitalsignage pic.twitter.com/3L3Lk3GHcZ

— AVIXA (@AVIXA) December 21, 2022