December 27, 2025
Guerrilla Projection Advertising
Illuminate Your Brand with Guerrilla Projections
A blank wall can hold a secret. With guerrilla projections, that secret becomes a luminous story that stops people in their tracks. In 2025, the best city canvases are alive at night, and the brands that win attention are writing short, unforgettable chapters on concrete, glass, and stone.
American Guerrilla Marketing (AGM) practices this craft at national scale. Trusted by Nike, Wrangler, and EA Sports, the team turns facades into high-impact media with bright laser projectors, precise mapping, and content designed for the street. The result: quick-to-deploy spectacles that feel tailor-made for each neighborhood and moment.
Why guerrilla projections command attention in 2025
They occupy real space for real people. Street-level media has gravity. A live show on a building beats a thousand feeds on a phone.
They reward curiosity. The best projections are dynamic, interactive, and photograph beautifully. People gather, film, post, and talk.
They fit the rhythm of cities. Nighttime energy, festival crowds, stadium gates, art walks, and waterfronts offer audiences already primed to engage.
They scale without waste. One wall, one night, one vivid story can create thousands of impressions and a cascade of shares.
What you get with AGM: creative to concrete AGM’s model strips away friction while keeping the work meticulous.
Storyboarding: Distill the message into beat-by-beat visuals that work from 20 feet or 200 feet away.
Site scouting: Pick facades with the right geometry, foot traffic, and ambient light profile. Align timing to crowd peaks.
Projection mapping: Build a digital model of the surface and warp content so it snaps to architectural lines.
Setup + execution: Bring pro gear, handle permits and power, run the show, and capture proof photos for your brand archive and PR.
Everything is built to be modular. A single-wall activation can expand to multiple sites across a city or travel from Austin to Miami in a week. Each neighborhood gets content tailored to its vibe, audience, and schedule.
Packages and pricing built for fast wins Many teams want a high-impact projection night without commissioning a months-long, multi-city tour. AGM’s packages make that simple while keeping room for custom creative.
Package overview
6-hour activation: starting at $6,500
12-hour extended activation: starting at $12,000
Each package includes:
Gear: 20,000-lumen laser projectors, pro lenses, media servers
Permits: local permissions and required filings
Crew: setup, calibration, and on-site operation
Content load-in: your approved visuals or AGM-produced assets
Proof photos: documentation for PR, social, and internal reporting
Note: large, multi-projector building mappings and multi-city roadshows are quoted by scope, timeline, and creative complexity.
Quick comparison
Item
6-hour activation
12-hour activation
Typical live window
Evening
Evening to late night
Ideal use case
Product tease, one-night promo, event halo
Festival day, fashion week runs, weekend tour stop
Included services
Gear, permits, crew, proof photos
Gear, permits, crew, proof photos
Add-ons commonly chosen
QR lead capture, audio bed
Multiple locations, live data feeds, AR micro-experiences
Canvas size, luminance, and content strategy
Canvas: From 12 by 12 foot walls to 150 foot building facades. The geometry of the site dictates content pacing, title-safe zones, and typography size.
Projectors: 20K-lumen laser units punch through typical city glow after dusk. Some sites benefit from multiple units edge-blended for a seamless large canvas.
Content formats: Short loops, 15 to 90 seconds, work best in the wild. Think bold typography, strong contrast, and motion that rewards a quick glance and a longer stare.
Interactivity: QR scans, hashtag prompts, light gamification, live social pulls, and sensor-triggered effects convert attention into measurable action.
AR layers: Onlookers can scan a marker to unlock a digital layer on their phones. This extends the experience beyond the street without bloating runtime on the wall.
Creative rules of thumb
One idea per wall. A single, sharp storyline beats a collage of messages.
Design for distance. High-contrast composition and clean movement read better than intricate textures.
Remember phones are the second screen. Frame moments people want to capture and post.
Neighborhood activations that spark crowds AGM plans around the pulse of each city. Here are proven plays that turn sidewalks into stages.
Austin
6th Street: nightlife walls with live countdown clocks that tick toward a midnight reveal
UT Tower: campus projection for a sports or brand reveal timed to student crowds
Palmer Events Center: big, animated sponsor visuals for trade shows and expos
New York City
Times Square rooftops: mega-brand light shows that add dimension above the billboards
Williamsburg warehouses: gritty, stylish backdrops for music video projections
Washington Square Arch: cultural storytelling visuals that animate a beloved landmark
Miami
Wynwood: interactive projections during Art Walk with QR challenges and artist collabs
Ocean Drive hotels: seasonal fashion animations dancing across art deco lines
Bayfront Park: live feeds and hype reels during concerts and city festivals
Hollywood Blvd: film trailer projections that feel like a pre-premiere party
The Broad Museum: art-driven mapping that plays with the building’s honeycomb forms
Santa Monica Pier: playful animations along the boardwalk synced to music
Chicago
Navy Pier: fireworks plus projection combos for holiday or summer nights
Millennium Park: hashtag-driven social walls curated in real time
Fulton Market: warehouse storytelling for beer and beverage brands, block by block
From storyboard to street: a smooth execution arc
Brief and concept lock: Align on the core message, the action we want on-site, and how it ladders up to the broader campaign. Decide whether this is an awareness splash, a lead drive, or a content capture moment.
Site modeling: Photograph and measure the facade, test projection distance, map ambient light sources, and plan for power and sight lines.
Content build and testing: Animate with the facade in mind. Run a digital proof against the 3D model. Pack a version kit for A/B options if needed.
Permits and neighbors: Secure permissions from property owners and the city. Coordinate with security or event teams when crowds are expected.
Setup and calibration: Arrive early, align, set brightness, confirm focus, and run a silent preview. Then go live.
Proof and metrics: Capture photos and video on-site. Track scans, social mentions, and dwell time. Deliver a clean wrap report.
Risk managed, magic intact
Ambient light: Schedule after sunset and pick angles that dodge direct streetlamp spill.
Weather: House gear against rain and wind, keep backup units staged, and build a small weather window into the plan.
Safety: Aim lines of sight away from drivers, avoid aggressive strobing, and place crew to guide curious onlookers.
Redundancy: Extra cables, a spare projector, and duplicated content drives are standard kit.
What sets AGM apart
Reputation at scale: Nike, Wrangler, and EA Sports trust AGM with high-visibility nights where failure is not an option.
Turnkey by design: One team handles creative, permits, power, mapping, and live ops so you can focus on the message and the metrics.
City fluency: Austin, New York, Miami, Los Angeles, Chicago. Each market has different rhythms, and AGM plans content and timing that fit the local crowd.
Proof you can use: Crisp photos and short on-site edits, ready for PR and social within hours.
Tech and creative trends shaping the next wave
AI-aided scheduling and targeting: Choose locations and time windows based on predicted foot traffic and audience profiles. Swap in pre-approved content variants based on weather, event timing, or crowd mood.
Live data visuals: Pull in scores during a game, mix real-time social posts, or animate a countdown to a product drop at midnight.
AR companions: Invite people to scan the wall, unlock a mini game, and share their score for a reward. Keep the wall dynamic and the phone experience deep.
Drone and light integrations: Time a short drone light sequence with a projection finale for theatrical brand reveals near waterfronts or plazas.
Mobile projection rigs: Use projector vans to hit three neighborhoods in one night, turning a city into a moving story arc.
Measurement that ties to real outcomes Your brand does not need another “cool” video. It needs signals that matter.
Reach and dwell: Estimate impressions via foot counts, video analytics, and dwell-time observations.
Social lift: Track mentions, shares, and hashtag activity. Watch for UGC spikes within the activation radius and time window.
Direct actions: QR scans, SMS opt-ins, microsite visits, and app downloads. Keep the call-to-action short and easy to complete.
Sentiment and recall: Rapid intercepts or post-event micro-surveys show what stuck and why.
Sales impact: If relevant, correlate lifts by store zip codes or campaign windows, and compare to historical baselines.
AGM packages include proof photography and can add a measurement layer to quantify impact and inform your next flight.
Creative formats that perform on the street
Countdown windows: Build urgency before a reveal or drop. Works beautifully on nightlife corridors and campus zones.
Social walls: Curate posts in real time at parks or festival grounds. Moderate for quality, then celebrate attendees by putting them on the wall.
Character scale-ups: Take a hero product or mascot and make it 100 feet tall interacting with the building’s contours.
“Window” illusions: Map content to create the sense that the facade opens, rotates, or breathes. Limit complexity to maintain clarity from distance.
Ambient brand worlds: Loop short, mesmerizing visuals that people love to film. Pair with a crisp logo lockup and QR in the lower third.
Planning checklist for your first projection night
Define the one thing a passerby should think or do
Choose a neighborhood where that action is natural
Aim for a simple story that repeats cleanly in 30 to 60 seconds
Plan one interactive hook that turns attention into data
Align timing with an event wave or nightlife peak
Prepare a follow-up plan for the new leads you collect
Where projections shine the brightest
Product drops and teasers
Concerts, festivals, and fan events
Fashion week and retail openings
Sports hype nights and victory celebrations
Cultural storytelling and nonprofit spotlights
A note on scope AGM’s fixed-night packages are perfect for clear, punchy stories and rapid deployment. For massive architectural canvases, multi-city tours, or heavily interactive shows tied to major events, the team prices custom scopes that can include multi-projector arrays, bespoke 3D animation, and supporting elements like audio rigs, drones, or AR builds.
City-by-city playbooks at a glance
Austin
Best bet: college rhythms and nightlife surges
Peak windows: sunset to late night, game days, SXSW and ACL
Creative tone: playful, witty, shareable
New York City
Best bet: anchor near cultural or retail magnets
Peak windows: evening through late night, fashion week, marquee events
Creative tone: bold, quick-read, high-contrast
Miami
Best bet: art and nightlife corridors
Peak windows: Art Walks, Art Basel week, beach festivals
