The viral video ‘Switzerland is Fake’ presents an unconventional approach to destination marketing and awareness-raising. Harnessing satirical connotations and conspiracy theory tropes, this video cleverly subverts traditional tourism promotion by ironically suggesting Switzerland’s renowned scenic beauty appears artificially perfect. The ad was created through a collaboration between the Fotomuseum Winterthur, which is based in Winterthur, Switzerland, and AI artist Patrick Karpiczenko.

From immaculate alpine vistas to quaint village life, ‘Switzerland is Fake’ advances the idea that these Swiss features are suspiciously ideal. Aside from potentially serving as a great way to spotlight a tourist destination, the video also addresses the alarming rise of AI and fake news. Fotomuseum Winterthur is hosting discussions on the prominence of fake and AI-generated content on social media, following the reopening of the institution on May 17th.

Image Credit: Patrick Karpiczenko