The Viral Factory work on feeding basic human emotions with anarchic versions of reality to get their client's message across, often using a mockumentry film technique or computer generated animation to convince the viewer that the footage is real [REF].
The Viral Factory has, on occasions, used 'covert seeding' to amplify the supposed authenticity of their footage, particularly in the Levi 'Freedom to Move' [REF] campaign of 2006.