Three ways to turn sidewalks and streets into brand moments. Here is what each format costs, where it works best, and how to combine them for a campaign that stops people mid-step.
At American Guerrilla Marketing, we have been putting brands on pavement across New York City and beyond for years. Sidewalk stencils, sidewalk decals, and reverse graffiti are three of the most effective ways to reach pedestrians at eye level, right as they are making purchasing decisions or heading somewhere with intent. Each format has a different look, a different footprint, and a different sweet spot.
This guide breaks all three down side by side: what they are, what they cost, where they perform best in specific NYC neighborhoods and beyond, and how to layer them into a single campaign that multiplies impact. AGM manages all site coordination before installation so the execution is clean and fast.
Pavement advertising puts your brand message directly on the walking surfaces people interact with every single day. Unlike a billboard that people glance at from a distance, pavement media is literally underfoot. Pedestrians look down at crosswalks, subway exits, plaza plazas, and storefronts constantly. When something unexpected appears on that surface, it stops people.
The three main formats we execute are:
All three create genuine street-level presence. But they differ significantly in cost, color fidelity, longevity, and ideal surface. Knowing which to use, or when to run them together, is what separates a campaign that lands from one that gets ignored.
Sidewalk stencils are the workhorses of pavement advertising. We cut a custom stencil from your artwork and apply washable or semi-permanent paint through it onto the walking surface. The result is bold, graphic, and unmistakable. Because the paint is applied directly to the surface, stencils hold up well against foot traffic and weather.
We start with your brand assets: a logo, a QR code, a product image, or a text message. Our production team converts it into a layered stencil. On installation day, crews position the stencil, apply the paint in passes, lift the stencil, and the image is down. Simple. Fast. Repeatable across dozens of locations in a single day.
Stencils are best for single-color or limited-color designs. Complex full-color photography does not translate as cleanly through a stencil as it does with a decal. But for logos, taglines, icons, and directional arrows, stencils are sharper and faster to deploy at scale.
| Quantity | Total Price | Per Unit |
|---|---|---|
| 5 stencils | $2,855 | $571 |
| 10 stencils | $3,231 | $323 |
| 20 stencils | $3,989 | $199 |
| 50 stencils | $6,982 | $140 |
| 100 stencils | $11,999 | $120 |
SoHo is one of the top stencil neighborhoods in the city. The cobblestone streets and wide pedestrian sidewalks on Spring, Prince, and Broome give stencils a tactile, almost industrial quality that fits the neighborhood’s aesthetic. Shoppers slow down on cobblestones. That slowdown is a viewing window.
Times Square approaches are another strong stencil zone. The blocks leading into the main plaza on 7th Avenue and Broadway get constant foot traffic from tourists and commuters alike. Stencils placed at crosswalk corners and at the heads of subway entrances on 42nd Street capture eyes in the moment of transition, when people look down and orient themselves.
In Brooklyn, the Bedford Avenue corridor in Williamsburg is a natural fit for stencil-forward campaigns. The sidewalks are wide, the pedestrian density is high on weekends, and the audience skews young, brand-aware, and social-media-active. A stencil on Bedford between North 6th and North 10th will get photographed.
Sidewalk decals are large-format printed graphics on adhesive-backed material designed for pavement application. They are the format to choose when your creative demands full color, photographic detail, or large coverage areas. A decal can cover a 10-foot radius around a subway exit and display your product at near-print-quality fidelity.
We print your artwork on durable, slip-resistant vinyl stock that is rated for pedestrian surfaces. The adhesive is engineered to hold on concrete and asphalt without peeling at the edges but still allows removal without leaving residue. Installation is faster than you might expect. A crew can place a set of ten decals at multiple locations in a single morning.
Decals shine for campaigns where product imagery matters. If you are launching a CPG product, a new sneaker, or a food item, decals let you show the actual product at scale right on the sidewalk. Stencils cannot do that. Reverse graffiti definitely cannot. Decals are also the best format for creating branded walking paths or directional trails, since you can tile multiple graphics into a continuous sequence.
| Quantity | Total Price | Per Unit |
|---|---|---|
| 5 decals | $2,904 | $581 |
| 10 decals | $3,404 | $340 |
| 20 decals | $4,998 | $250 |
| 50 decals | $8,709 | $174 |
| 100 decals | $14,466 | $145 |
Subway exits are prime decal real estate. The flat concrete at the top of a subway staircase is one of the highest-attention pavement surfaces in the city. Every person who surfaces from underground looks down to get their footing. A full-bleed decal placed right at that landing zone captures a captive moment. 14th Street/Union Square, Fulton Street, and 72nd Street/Central Park are among the highest-volume exits in the system.
Trade show plazas around the Javits Center on the west side are another decal-first environment. During major events, tens of thousands of attendees move through those outdoor approaches. A branded decal trail from the entrance crosswalk to the hall doors creates a branded walkway that attendees follow instinctively.
Lower Manhattan’s pedestrian plazas, particularly around Fulton Street and the Oculus at the World Trade Center, offer long stretches of smooth flat concrete purpose-built for foot traffic and well-suited to large-format decal application.
Reverse graffiti is our most talked-about format and for good reason. The concept flips pavement advertising completely. Instead of adding anything to the surface, we selectively remove dirt and grime in the shape of your brand image. The message appears where the surface is clean, surrounded by the accumulated grime of urban life. The contrast is striking.
Our crews use pressure washing equipment and custom-cut masks to clean away decades of urban buildup in precise shapes. The result is a photographic-negative effect where your logo or message glows white or light gray against a dark, dirty background. On heavily used urban surfaces, the effect can be visually stunning.
Because nothing is being added to the surface, only cleaned, the aesthetic is entirely different from stencils or decals. It reads as surprising, even elegant. When people realize what they are looking at, the explanation itself becomes part of the brand story. That is a level of consumer engagement most formats cannot buy.
Reverse graffiti duration depends entirely on traffic volume and weather. On a surface that gets heavy foot traffic and rain, the effect can fade in days as the surrounding area gets cleaner. On a sheltered or lower-traffic surface, it can last weeks. This variability is why pricing is custom-quoted for every reverse graffiti project. The surface, location, size, artwork complexity, and desired longevity all factor in. Contact AGM directly at (646) 776-2770 or [email protected] to get a quote for your specific project.
Grimy underpasses are the natural habitat for reverse graffiti. The underside of raised infrastructure along Queens Boulevard, the BQE overpass areas in Brooklyn, and the FDR Drive underpasses in Manhattan offer surfaces with exactly the right amount of accumulated grime to make the clean contrast pop. These are also high-curiosity zones where pedestrians already tend to look around at their surroundings.
Pedestrian bridges are another strong environment. The footpath surfaces on bridges like the High Line approach ramps and the pedestrian spans in Long Island City build up visible grime over time, especially in shaded areas. A reverse graffiti installation on a bridge surface draws attention from multiple angles as people approach, cross, and photograph the views.
Loading dock aprons and the worn concrete in front of freight entrances in neighborhoods like the Meatpacking District and DUMBO are surfaces that rarely get cleaned and carry the depth of grime that makes reverse graffiti most legible. These also tend to be high-curiosity pedestrian zones where people are already slowing down to look at architecture or take photos.
| Format | Starting Price (5 units) | Duration | Color Capability | Best Use Case |
|---|---|---|---|---|
| Sidewalk Stencil | $2,855 | 2 to 4 weeks | 1 to 3 colors, graphic/logo-focused | Brand awareness at scale, QR codes, high-volume coverage |
| Sidewalk Decal | $2,904 | 1 to 3 weeks | Full color, photographic quality | Product launches, event directionals, brand trails |
| Reverse Graffiti | Custom quote | Days to weeks depending on surface | Monochromatic, high contrast | Brand storytelling, PR moments, high-curiosity zones |
No single format wins across every situation. Each has a lane. The brands that get the most out of pavement advertising are the ones that understand those lanes and either commit to the right single format or build a campaign that uses all three intentionally.
Running all three formats simultaneously is the approach we recommend for product launches and campaigns with serious media goals. Here is how a layered pavement campaign typically unfolds.
Start with stencils at high-volume locations across multiple neighborhoods. The goal in this phase is breadth. You want your logo, a short tagline, or a QR code to appear in as many places as possible so that the city feels like it knows your name. At $120 to $571 per unit depending on quantity, stencils give you the best reach per dollar. Run them at 20 to 50 locations across Manhattan, Brooklyn, and the target neighborhoods.
Layer decals into the highest-priority zones. These are the locations where your target audience concentrates: a specific subway exit near your flagship store, the plaza outside a partner retailer, the approach to an event venue. Decals go deeper on the creative because they can carry full product imagery. A $4,998 run of 20 decals placed strategically at 10 key locations gives you genuine impact in the places that matter most.
Anchor the campaign with one or two reverse graffiti installations at high-curiosity locations. These are not primarily there for reach. They are there to be photographed, shared, and written about. A well-executed reverse graffiti piece in a visually compelling location will generate earned media far beyond what a traditional placement can. Pitch it to local media, share it with influencers in the area, and use it as your campaign hero content.
When all three phases run in the same two-week window, the effect is cumulative. Consumers see the stencil on their commute, look for the decal near their office, and share the reverse graffiti photo with their friends. Each touchpoint reinforces the others.
Not every brand needs a three-phase approach. Here is a quick guide to matching format to brand type based on our experience running these campaigns.
Stencils with QR codes are almost always the right call here. You need reach, you need a direct action mechanic, and you need speed to market. A run of 50 stencils at $6,982 placed around commuter corridors will drive measurable app downloads if the QR destination is fast and the creative is simple.
Decals are the format for showing product. If you are launching a new flavor, a seasonal SKU, or a brand refresh, putting the actual product on a decal at full color at a 4-foot scale is something a stencil simply cannot match. Decal runs at 20 to 50 units covering high-traffic retail corridors are the standard approach.
All three formats can work here, but reverse graffiti has the strongest cultural alignment with fashion campaigns. The unexpected, the subversive, the photography-first approach all map well to how fashion brands want to be perceived. Pair a reverse graffiti anchor with stencils in adjacent streets for a campaign that feels like the brand is woven into the fabric of the neighborhood.
Decal trails are purpose-built for event environments. Drop a sequence of decals from the nearest subway exit to the venue entrance. Add stencils at the intersections. The directional logic serves a practical purpose and builds anticipation as attendees follow the trail toward the event. This approach also extends the visible footprint of the event beyond the venue itself.
Stencils around a new development zone are a cost-efficient way to build neighborhood awareness. The address, a web URL, and a clean logo on 20 to 30 stencils placed within a six-block radius of the project create visibility that traditional street signage cannot match for the price point.
SoHo: The cobblestone texture of the side streets and the high concentration of foot traffic from shoppers, tourists, and media professionals make SoHo a perennial stencil destination. Spring Street between West Broadway and Mercer, and the blocks around the SoHo Apple Store, are consistently productive.
Times Square approaches: 7th Avenue and Broadway from 40th to 47th Street, the crosswalks at 42nd Street, and the pedestrian islands in the main plaza are high-volume stencil zones where message repetition compounds across the day.
Williamsburg, Bedford Avenue: The weekend pedestrian volume on Bedford from the L train north is ideal for stencil campaigns targeting 22- to 40-year-old brand-aware consumers.
14th Street / Union Square subway exits: Four or five exits converge in a tight area with some of the highest per-exit foot traffic in the system. A coordinated decal drop across multiple exits creates a surround-sound effect.
Fulton Street, Downtown Brooklyn: This is one of the busiest commercial corridors in Brooklyn. The flat sidewalk surface on Fulton between Flatbush and Adams is well-maintained and ideal for decal adhesion and visibility.
Javits Center approach, West 34th Street to 38th Street: During trade show periods, this zone hosts tens of thousands of attendees per day. A decal trail from 34th Street north to the hall entrance is a standard approach we use for convention brand campaigns.
DUMBO underpasses, Brooklyn: The Manhattan Bridge approach on Washington Street and the underpass areas below the bridges in DUMBO are extremely high-grime surfaces with consistent foot and vehicle traffic from tourists, residents, and creatives. The area is heavily photographed, which extends every installation’s reach.
Meatpacking District loading areas: The cobblestone and concrete aprons along Gansevoort and Little West 12th are perpetually grimy and highly trafficked by a media-aware audience. Reverse graffiti in this area gets shared.
LIC pedestrian bridges and plaza surfaces: The Hunters Point area in Long Island City has broad, flat pedestrian surfaces that see significant weekend foot traffic from Manhattan day-trippers. Surfaces build grime quickly from proximity to the waterfront.
For all three formats, AGM manages all site coordination before installation. Here is what the typical timeline looks like from first contact to execution.
Rush timelines compress this to 4 to 5 days total at the +50% rush rate. We have pulled off same-week installs when a brand needed to react to a news moment or event. It requires a clean creative brief and no back-and-forth on artwork.
Stencils applied with standard washable paint typically last 2 to 4 weeks in normal urban conditions. Rainfall accelerates fading. Semi-permanent paint formulations extend that to 4 to 8 weeks but are not available in all markets. Your AGM contact will advise on paint options based on your timeline and geography.
Yes. All decal material we use for pedestrian applications is rated slip-resistant and tested for wet surface conditions. The surface finish meets commercial pedestrian standards. We do not use standard vinyl or low-tack adhesive material on walking surfaces under any circumstances.
Absolutely. That is the approach we often recommend for major launches. Stencils for reach, decals for creative depth, and reverse graffiti for earned media. Each format serves a different strategic goal, and together they create a campaign presence that is impossible to miss. Contact us to scope a multi-format plan at (646) 776-2770.
Every reverse graffiti project is custom-quoted because the variables are significant: surface grime level, surface material, artwork complexity, size, location access, and number of installations. Contact AGM at [email protected] with your target locations and we will put together a detailed quote.
For stencils and reverse graffiti, high-contrast vector artwork in AI, EPS, or PDF format works best. For decals, we accept high-resolution raster files (300 DPI minimum at final output size) or vector. If your art team has questions, our production department can review files before you commit to a run.
Yes. We execute pavement campaigns in Chicago, Los Angeles, Miami, Boston, Washington D.C., and additional markets. The process and pricing structure is the same. AGM manages all site coordination in each market before installation begins. Call (646) 776-2770 to discuss your target cities.
We recommend three primary measurement approaches: QR code scan tracking (stencils and decals can include tracked URLs), foot traffic lift data available through location intelligence partners, and social listening to capture organic shares and photo mentions from the install locations. We can help you set up tracking infrastructure before the campaign launches so you have baseline and post-campaign comparison data.
Our minimum order for both stencils and decals is 5 units. At 5 units, stencils start at $2,855 and decals start at $2,904. Larger quantities bring the per-unit cost down significantly, so most brands in the 2- to 4-week campaign window find the 20- or 50-unit tiers to be the best balance of coverage and cost.
Pavement advertising works because it meets people where they already are. Nobody is looking at their phone when they step off a subway or navigate a busy intersection. They are present, moving, and receptive to something unexpected on the ground beneath them. That is the window we work in.
If you know which format fits your campaign, we can move fast. If you are not sure, we will help you figure it out based on your goals, timeline, and budget. AGM has run stencil campaigns for Fortune 500 brands, decal trails for indie CPG launches, and reverse graffiti stunts that made national press. We know what works and what does not.
Call us at (646) 776-2770 or email [email protected] to talk through your next pavement campaign. AGM manages all site coordination before installation so you can focus on the creative and let us handle the rest.
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American Guerrilla Marketing — Los Angeles
Street-level campaigns in Los Angeles and nationwide. Wheatpasting, LED trucks, street teams, and more.
(646) 776-2770
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