American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
From Indianapolis’s Mass Ave arts corridor to Fort Wayne’s Electric Works district — AGM deploys 20,000-lumen building facade projection campaigns across Indiana. Event-driven, arts-district-focused outdoor projection media that Midwest audiences haven’t seen before.
Indiana is a more sophisticated projection advertising market than most brands expect. Indianapolis has developed a genuine urban arts and entertainment culture built around the Mass Ave corridor, Fountain Square, Broad Ripple Village, and the Cultural Trail — a connected network of neighborhoods with real nighttime foot traffic, gallery scenes, restaurant corridors, and live entertainment venues. Fort Wayne, South Bend, and Evansville each add secondary markets with their own downtown arts districts and event infrastructure. The state’s combined offering gives brands the ability to run statewide Indiana projection campaigns that reach distinct demographic audiences in four different metro areas without leaving the state.
Indiana’s event calendar is a significant asset for projection campaign planning. The state’s proximity to Nashville and its deep live music and entertainment culture make it a natural market for music-adjacent campaigns. Major events at Lucas Oil Stadium in Indianapolis, Notre Dame game weekends in South Bend, and summer festival programming across the state’s secondary markets all create concentrated audience windows that multiply the per-night reach of a well-placed projection campaign. AGM’s approach to Indiana campaigns begins with matching the brand’s campaign timing to the event windows that concentrate the right audience in the right district at the right time.
The building stock in Indiana’s arts districts offers a range of projection surfaces from excellent to workable. Indianapolis’s Fountain Square and Mass Ave corridors include former commercial and industrial buildings with the broad, flat facades that produce clean projection images. Fort Wayne’s Electric Works campus — a massive former GE manufacturing facility now redeveloped as a mixed-use arts and innovation hub — contains some of the largest and most architecturally dramatic projection surfaces in the Midwest. South Bend and Evansville each have downtown districts with building faces suited to projection advertising, particularly in zones where former commercial structures have been painted or renovated with smooth-faced finishes.
AGM’s national scouting team covers all four major Indiana markets with both digital and physical on-the-ground location analysis. Our team identifies the specific walls in each Indiana city that will produce the strongest campaign outcomes — not just the most prominent buildings, but the ones with the right combination of surface quality, viewing distance, audience access, and clear projection sight lines. That specificity is what separates campaigns that look professional from ones that look like they settled for whatever wall was available.
AGM deploys 20,000-lumen building facade campaigns across Indianapolis, Fort Wayne, South Bend, Evansville, and Indiana markets statewide. Tell us your cities, your dates, and your creative — we'll handle the rest.
Select a city to explore Guerrilla Projections opportunities.
Indianapolis is Indiana’s premier projection market by every measure: audience density, arts district concentration, event calendar volume, and building surface quality. The Mass Ave corridor, Fountain Square, and the Broad Ripple Village nightlife zone collectively provide more viable projection walls and more consistent nighttime foot traffic than any other Indiana market. Lucas Oil Stadium events, Big Ten football game weekends, and Indianapolis’s growing convention calendar create predictable, concentrated audience windows that make event-aligned campaign planning highly productive in this market.
Fort Wayne’s redevelopment of the Electric Works campus — a former GE factory complex covering 39 acres in the city’s near-northeast — has created one of the Midwest’s most distinctive projection advertising environments. The campus’s massive industrial building faces, combined with its emerging arts and restaurant tenants, produce a projection venue where scale is essentially unlimited and the audience is the city’s most culturally engaged creative class. The Promenade Park arts district and West Central neighborhood add additional projection geography for brands that want to reach the broader Fort Wayne nighttime consumer.
South Bend’s East Bank arts district and Michigan Street corridor carry the audience energy of a university city with a nationally recognized athletics program. Notre Dame game weekends concentrate tens of thousands of visitors into South Bend’s downtown area, creating campaign windows with audience volumes that the city’s regular nighttime population cannot produce on its own. The Colfax Avenue arts zone adds a more everyday arts-and-dining audience context for campaigns that prefer the local community consumer over the event visitor demographic.
Evansville’s Franklin Street entertainment corridor and Haynie’s Corner Arts District give southern Indiana its strongest projection geography — a compact downtown with active nighttime programming and building faces in both the entertainment corridor and the arts district that accommodate projection campaigns effectively. The Ohio Street riverfront adds a scenic corridor with open sightlines and pedestrian use during warmer months. Evansville reaches a distinctly regional Indiana and western Kentucky consumer base that is not duplicated in any of the state’s northern markets.
Indiana’s most productive projection surfaces are found where the state’s industrial and commercial heritage produced large, flat-faced masonry structures in proximity to its arts and entertainment districts. Fort Wayne’s Electric Works campus represents the extreme end of this spectrum — former factory buildings with wall faces measured in thousands of square feet that produce projection images of truly extraordinary scale. Indianapolis’s Fountain Square and Mass Ave areas contain former commercial and light-industrial buildings with two-to-four-story wall runs that are well-suited to standard guerrilla projection campaigns.
The key surface variables in Indiana are the same as in any projection market: color, flatness, texture, window density, and clear sight line. White or light-painted masonry reflects 20,000-lumen output with strong color saturation. Rough dark brick softens image edges and reduces brightness. Windows within the projection area create dark voids. Trees, utility poles, and parked vehicles between the projector and wall interrupt the image and cannot be corrected. AGM’s physical scouting eliminates these variables before campaign confirmation — every Indiana wall we recommend has been physically evaluated against the full set of quality criteria, not just identified on a map as a large building.
Indiana’s secondary markets — South Bend, Evansville, Fort Wayne — offer a scouting environment with less competition for the best walls than Chicago, which means the walls AGM identifies in these markets are often more accessible and more consistently available than equivalent-quality surfaces in larger metros. That accessibility is a logistical advantage that keeps Indiana campaign costs predictable and timelines efficient.
Tell us about your campaign goals, target audience, and preferred locations. Our team will help you plan a high-impact guerrilla projection campaign tailored to your needs.
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The US Marine Corps campaign executed during Nashville’s CMA Fest demonstrated how guerrilla projection advertising can align brand messaging with a major live event to reach a precisely defined demographic at extraordinary concentration. CMA Fest draws over 80,000 attendees to downtown Nashville over four days — a country music and Americana-culture audience concentrated in a compact geographic footprint. The projection campaign placed Marine Corps recruitment messaging on building facades in the corridors adjacent to the festival’s performance venues, reaching an audience that represents the Corps’ target demographic in a context of cultural values alignment and peak engagement.
AGM’s projection client roster includes Netflix, Disney, Coca-Cola, FanDuel, Live Nation, iHeartRadio, and the US Marine Corps. A confirmed case study: the US Marine Corps × CMA Fest Nashville — multi-night projections onto architectural surfaces throughout the festival footprint, reaching 80,000+ attendees across the campaign window. Projection advertising scales across every brand category; what our campaigns share is scale, precision, and a physical presence digital cannot replicate.
For Indiana brands and national brands targeting Indiana’s event audiences, this campaign demonstrates two applicable principles. First, aligning projection campaigns with major events — Lucas Oil Stadium game days, Notre Dame weekends, Fort Wayne arts events, Evansville riverfront festivals — concentrates audience reach in ways that standard nighttime deployments cannot match. Second, the CMA Fest campaign’s success depended on the projector being positioned in the actual flow of event foot traffic rather than adjacent to it — the physical placement put the message where the audience was, not where the building was most prominent on a map. AGM’s Indiana scouting applies the same principle, identifying walls based on audience flow rather than building prominence.
Indiana’s major event calendar — Indianapolis sports, Notre Dame game weekends, CMA-adjacent touring acts, and regional festivals — creates predictable, high-density audience windows for event-aligned projection campaigns. Brands with creative tied to sports, entertainment, or live events find Indiana’s event-driven markets exceptionally productive.
Consumer goods, technology, and lifestyle brands entering Indiana use Indianapolis’s Mass Ave and Fountain Square corridors for launch-moment campaigns that reach the state’s most culturally engaged urban consumer. Fort Wayne’s Electric Works zone reaches the city’s creative class in a landmark campus setting that confers brand credibility through association.
Military recruiting, university enrollment campaigns, corporate hiring initiatives, and public service announcements use Indiana projection advertising to reach specific demographic groups in high-concentration settings. The state’s university presence — Purdue, Notre Dame, Indiana University, and Ball State — provides natural targeting opportunities for campaigns aimed at the 18-to-24 demographic.
Brands running Indiana-wide campaigns use the state’s four major markets — Indianapolis, Fort Wayne, South Bend, and Evansville — as a coordinated multi-city tour. A four-city Indiana projection tour delivers statewide consumer reach with the depth of physical presence that digital-only campaigns cannot provide. AGM coordinates multi-market Indiana logistics as a single managed campaign.
AGM’s Indiana campaign process begins with the same scouting discipline applied in every national market: physical evaluation of candidate walls in the target district, confirmation of surface quality and sight line conditions, and creative file calibration to the specific dimensions of the selected projection surface. For Indiana campaigns that span multiple cities, AGM coordinates the multi-market scouting and logistics timeline to ensure consistent quality standards across all deployment locations.
Indiana campaigns typically run from dusk through a four-to-six-hour active projection window. Multi-night runs are available in single markets and across multiple Indiana cities on consecutive nights. Post-campaign documentation — photography, video, and GPS-referenced location reporting — is delivered after each campaign night and compiled into a comprehensive report for multi-city Indiana campaigns.
Guerrilla projection campaigns in Indiana are priced at contact us for a quote. The rate covers the complete equipment bundle — 20,000-lumen projector, generator and power solution, electronics package, and mobility unit — plus AGM’s two-person technical crew for full campaign operation from setup through breakdown. Multi-market Indiana tours and multi-night single-city campaigns are available at coordinated rates. Advance location scouting runs approximately contact us for a quote. market. Private property or permitted location campaigns carry additional costs from Contact us for a custom quote. per night.
Indiana’s projection advertising client base spans entertainment brands, consumer goods companies, military recruiting, advocacy organizations, university marketing departments, and local businesses building downtown presence. National brands launching into the Midwest market use Indianapolis as a primary entry point and add Fort Wayne, South Bend, and Evansville for statewide coverage. Sports-adjacent brands use Indiana’s event calendar — particularly the Indianapolis market’s Lucas Oil programming — for event-aligned campaigns with concentrated audience reach. AGM has worked with military and government clients, entertainment companies, consumer product brands, and advocacy organizations across Indiana’s major markets, bringing campaign experience from New York, Los Angeles, Miami, and Las Vegas to the state’s evolving outdoor projection advertising landscape.
| Zone / Area | Peak Hours | Foot Traffic | Est. Nightly Impressions | Best For |
|---|---|---|---|---|
| Indianapolis | 8PM–12AM | Moderate | 2,500–12,000 | Product Launch |
| Fort Wayne | 8PM–12AM | Moderate | 2,500–12,000 | Event Promotion |
| South Bend | 8PM–12AM | Moderate | 2,500–12,000 | Brand Awareness |
| Evansville | 8PM–12AM | Moderate | 2,500–12,000 | Political |
| Event & Sports-Adjacent Campaigns | 8PM–12AM | Moderate | 2,500–12,000 | Sports |
| Arts District Brand Launches | 8PM–12AM | Moderate | 2,500–12,000 | Concert/Festival |
AGM deploys a 20,000-lumen commercial projection system to pre-scouted locations in Indiana’s arts and entertainment districts — projecting brand imagery or video onto large building facades from dusk through a four-to-six-hour active window. Each Indiana market deployment uses the same core system with location-specific creative calibration. The two-person technical crew handles all setup, operation, and breakdown. Multi-city Indiana campaigns use coordinated logistics that move the system between markets on consecutive nights.
Lucas Oil Stadium events in Indianapolis — NFL games, major concerts, and the Indianapolis 500 weekend — create the highest per-night audience concentration in the state. Notre Dame home game weekends in South Bend multiply the downtown audience by a factor of three to five relative to standard nights. Fort Wayne’s Electric Works events and Evansville’s riverfront festival calendar both create strong secondary event windows. Any high-attendance event that concentrates the target demographic in a walkable downtown area is a projection campaign opportunity.
Indianapolis sits within a four-hour drive of Nashville, making Indiana part of the natural audience travel zone for CMA Fest and Nashville’s major entertainment events. Brands running Nashville-adjacent projection campaigns — particularly country music, entertainment, and Americana-culture brands — can extend their reach into Indiana’s large country music audience without requiring a completely separate campaign build. AGM has direct experience with CMA Fest-aligned campaigns and can translate that strategy to Indiana markets where the country music audience is one of the most concentrated demographic segments.
AGM’s national scouting team covers Indianapolis, Fort Wayne, South Bend, and Evansville as Indiana’s four primary projection markets. Physical and digital scouting is conducted in each market to identify the specific walls in the relevant arts and entertainment districts that meet AGM’s surface quality standards. Secondary Indiana markets — Bloomington, Muncie, Lafayette, and Terre Haute — can be evaluated on request for brands with specific regional reach requirements.
Simultaneous multi-city Indiana deployments are possible with multiple projection units. Most Indiana multi-city campaigns are structured as consecutive-night tours — Indianapolis on night one, Fort Wayne on night two, for example — because a single equipment set is the most cost-efficient configuration for statewide reach. Brands with specific same-night multi-city requirements can deploy multiple units in coordination, which AGM manages as a single integrated campaign.
Former industrial and manufacturing buildings — particularly in Fort Wayne’s Electric Works campus and Indianapolis’s Fountain Square and Mass Ave arts districts — offer the largest, flattest, and most projection-ready surfaces in Indiana. White or light-painted masonry on two-to-four-story former commercial buildings is the second-most productive surface category. New mixed-use development, while often architecturally prominent, typically has smaller individual wall faces and higher window density than older commercial stock.
AGM’s technical crew operates from a central dispatch logistics model — equipment and crew travel to each Indiana market from the nearest hub with the equipment loaded and pre-staged. For single-market Indiana campaigns, this is a standard day-of logistics operation. For multi-city Indiana tours, AGM coordinates an equipment movement schedule that repositions the system between markets overnight, allowing consecutive-night deployments across Indiana’s major cities without extended downtime between campaign nights.
Indiana’s optimal projection season runs from April through October, when nighttime temperatures support outdoor audience activity and precipitation is manageable around campaign scheduling. The spring and fall shoulder months — April through June and September through November — combine long active nights with comfortable temperatures and active outdoor foot traffic in Indiana’s arts and entertainment districts. Summer campaigns in Indiana’s major markets are viable with weather monitoring and flexible scheduling. Winter Indiana campaigns are feasible with careful weather window identification, particularly for high-value event-aligned deployments.
Indianapolis’s Mass Ave is the highest-volume Indiana arts district by pedestrian count — the corridor consistently draws thousands of visitors on weekend evenings. Fountain Square delivers a slightly more contained volume but with higher per-person engagement depth. Fort Wayne’s Electric Works is volume-variable based on events on the campus but delivers exceptional audience quality when event-driven. South Bend’s Michigan Street corridor peaks dramatically during Notre Dame game weekends. Evansville’s Franklin Street is smaller in absolute volume but highly concentrated and low competing-media density.
Indiana post-campaign documentation includes professional photography of the projection from multiple audience vantage points, video capture of the projection in operation, GPS-referenced location coordinates and coverage area mapping, campaign timing and weather condition records, and a written summary of execution. Multi-city Indiana campaign reports compile all market documentation into a single formatted package. This material is delivered to clients for internal brand review and is frequently repurposed for earned media — press releases, social media content, and digital advertising assets that extend campaign reach beyond the in-person projection audience.
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Ground-level branded decals at pedestrian hotspots and event entrances.
Creative stencil campaigns that put your brand in the path of pedestrians.
