American Guerrilla Marketing pairs creative grit with flawless execution to put your message where it cannot be missed: on the city itself after dark. As the leading guerrilla marketing staffing and activation agency in the United States, AGM runs full-service Guerrilla Projections across Michigan, handling everything from location scouting and site analysis to creative specs, high-lumen projectors, seasoned operators, permitting support, and transparent reporting. Retail marketers, political teams, and convention organizers trust us nationwide for bold night-time takeovers that turn heads and drive action.

Guerrilla Projection Advertising in Michigan: Illuminate City WallsGuerrilla Projections in Michigan: Turning City Walls Into Powerful Canvases

Why Guerrilla Projections Work in Detroit

Detroit is built for spectacle after sundown. Dense downtown blocks, a calendar packed with games and shows, and crowds moving between Greektown, Campus Martius, and the sports venues give projections a perfect backdrop. When a wall lights up on Woodward or a garage turns into a countdown screen outside Little Caesars Arena, people look up, pull out phones, and share.

Here is what brands see in Detroit:

• High recall. Projection campaigns deliver about 65% recall after 7 days, compared with around 28% for static out-of-home. The novelty sticks.
• Viral potential. Stadium crowds, casino foot traffic, and weekend nightlife multiply sharing, often generating 3 to 5 times more social posts than static boards.
• Cost efficiency. Compared with premium digital boards, guerrilla projections come in with 40 to 60 percent lower CPM while earning more engagement.
• Action and context. Because projections are live and site-specific, simple CTAs feel urgent and relevant. QR codes, hashtags, and countdowns prompt immediate action.

Mini Chart

When you mix Detroit’s energy with creative built for the street, a projection turns into a high-impact micro event. And that is why brands lean in.

Where to Run Guerrilla Projections in Michigan

Michigan’s top cities offer distinctive audiences and surfaces. AGM scouts and secures locations that maximize sightlines, footfall, and shareability.

Detroit

• Example location: The Fillmore Detroit, 2115 Woodward Ave, Detroit, MI 48201 Why: Steps from Comerica Park and the Fox Theatre, heavy game-night and concert crowds. Example activation: A game-night countdown or branded takeover synced to first pitch or puck drop, with a QR code driving to a limited-time offer.
• Example location: Detroit Opera House Parking Garage facade, 1426 Broadway St, Detroit, MI 48226 Why: Visible from multiple approaches in the theater district, strong weekend nightlife. Example activation: High-contrast animated loop with a bold CTA during a festival or a marquee convention at Huntington Place.

Grand Rapids

• Example location: DeVos Place Convention Center, 303 Monroe Ave NW, Grand Rapids, MI 49503 Why: Guaranteed event foot traffic, strong riverside visibility, visiting professionals. Example activation: QR-driven directional creative guiding attendees to a booth or offsite party during a healthcare or craft beverage expo.
• Example location: Van Andel Arena, 130 Fulton St W, Grand Rapids, MI 49503 Why: Concert and hockey nights pack the streets. Example activation: Real-time hashtag wall pulling fan posts during an arena show.

Warren

• Example location: Warren City Square, 1 City Square, Warren, MI 48093 Why: Central civic plaza with seasonal events, family programming, and farmer’s markets. Example activation: Countdown launch for a local retail opening with live street team sampling.
• Example location: Macomb Community College South Campus, 14500 E 12 Mile Rd, Warren, MI 48088 Why: Student-heavy corridors and evening classes. Example activation: Hashtag campaign and scholarship sign-up QR during campus events.

Sterling Heights

• Example location: Michigan Lottery Amphitheatre at Freedom Hill, 14900 Metro Pkwy, Sterling Heights, MI 48312 Why: Concert series brings reliable traffic and regional audiences. Example activation: Full-canvas animations teasing a new product drop, with scan-to-win mechanics for attendees.
• Example location: Dodge Park, 40620 Utica Rd, Sterling Heights, MI 48313 Why: Summer festivals and the popular Thursday night concert series draw locals across age groups. Example activation: Community-forward projection encouraging user-generated posts tied to a branded giveaway.

Projection Mapping for Complex Activations

Flat is powerful. Architectural is unforgettable. AGM’s projection mapping turns arches, columns, and window grids into living visual elements. Content is keyed to architectural lines so frames open, cornices ripple, and facades transform in sync with the story. The result feels cinematic and site-native.

• Ideal for retail launches that demand spectacle
• A standout moment for political rallies or ballot initiatives
• Experiential campaigns where 3D illusions spark sustained attention and sharing

Our mapping workflows use precise site scans and media servers to stitch multiple projectors into a single, seamless visual field. When the building becomes the medium, audiences stop and watch.

Site Analysis and Creative Specs

A crisp projection starts with a disciplined plan. AGM teams analyze every site, then tailor the creative.

We conduct:

• Foot traffic and flow analysis to match loops and CTAs to dwell time
• Obstruction checks for trees, poles, and signage
• Ambient light readings to size projector output and contrast
• Angle and throw calculations for lensing and placement

We deliver:

• Custom creative specs including aspect ratio, pixel resolution, color and brightness guidance
• Pacing frameworks that match audience behavior at each wall
• Templates mapped to architectural features for precise content alignment

We then engineer the creative to perform for that surface at that hour. No guesswork.

Guerrilla Projection Pricing & Fees in MichiganPricing

• NYC Guerrilla Projections: $6,500 per night
• All Other States: $7,500 per night

Included:

• Projector or projectors sized to the site
• Playback system
• Trained operators
• Setup and strike
• Permitting support

Optional 20% Agency Fee:

• Adds analytics dashboards, QR tracking, heatmaps, and recap decks

Mapping and Scouting Fees:

• May apply for complex activations that require advance surveying, location permissions, or multi-site logistics

AGM quotes are clear and all-in, with no surprises.

On-Site Execution Playbook

Our operators run tight, quiet, and fast. Here is the core playbook we use to push performance and minimize risk.

• Timing: 7:30 to 11:30 pm to overlap with peak foot traffic and nightlife
• Placement: high-visibility walls at intersections with multiple approach angles
• Creative tips:
  • Motion wins over static 4 to 1
  • Short CTAs with a single action
  • High-contrast palettes that hold up under ambient light
  • Large QR codes placed near the final frames of the loop
• Engagement add-on: pair the projection with brand ambassadors handing out flyers, samples, or QR swag to convert attention into action

From calibration test patterns to last-frame cues, the run of show is rehearsed and documented.

Reporting and Measurement

Measurement is part of the product. AGM reports cover:

• Pedestrian estimates and dwell observations
• QR scans and click-throughs
• Social shares and hashtag tracking
• Media pickups and influencer posts
• Optional footfall comparisons if a store or booth is the target

With the analytics package, clients receive near real-time dashboards, heatmaps, and a post-event recap deck tied to KPIs. That clarity makes internal reporting and budget conversations simple.

Why AGM Teams Win in Michigan

• Proven Michigan track record. From downtown Detroit to Grand Rapids convention corridors, AGM has delivered projection campaigns for retail brands, political groups, and event organizers.
• Fast, discreet operators. Field teams move with a small footprint, maintain safety standards, and keep setups nearly invisible until showtime.
• Industry-grade gear. High-lumen projectors and reliable media servers keep visuals crisp and large-scale even in tough lighting conditions.
• Transparent reporting. Clean documentation, photo and video proof, and performance metrics arrive quickly. Campaign outcomes routinely exceed client expectations.

Ready to Light Up the Skyline

“If you’re ready to light up the skyline with Guerrilla Projections in Michigan, AGM makes it turnkey: $6,500 in NYC and $7,500 everywhere else. Our team analyzes your location, delivers custom creative specs, and executes seamlessly. For larger-than-life campaigns, our projection mapping services can transform entire buildings into immersive 3D experiences.”

👉 Ready to book your projection? Contact Campaign Architect Justin at [email protected]