American Guerrilla Marketing
Nationwide serivce
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
AGM partnered with Biossance to deliver a two-day, dual-city experiential campaign titled “Illuminate Your World,” combining custom holographic wild postings, seamless 3D LED billboard trucks, large-format guerrilla projections, and high-touch product sampling through street teams. The activation took place across Union Square in New York City and Culture District areas in Los Angeles, showcasing multiple formats designed to create visual excitement and drive attention to the Biossance skincare line during the holiday retail season.
Biossance engaged AGM to create a multi-sensory street-level presence that would elevate brand visibility, drive Sephora retail interest, generate viral content moments, and place real product directly into consumer hands. The objective was to execute a short, high-impact activation that would blend premium creative technology with human engagement, producing a distinctive presence in two of the country’s busiest beauty markets.
AGM designed a multi-format plan that activated simultaneously in both cities for maximum momentum. The strategy included a combination of wild postings using custom holographic material manufactured exclusively for this campaign, the debut of AGM’s seamless 3D LED billboard trucks, and large-scale projections placed outside Sephora stores and select cultural corridors.
Brand ambassadors supported both markets, distributing Biossance minis and serum/oil packettes to encourage trial and drive store-level conversions.
AGM designed and produced custom holographic posters printed on hand-pressed foil stock created exclusively for Biossance. These posters were visually rare and technically challenging to produce, reflecting light in shifting color spectrums to align with the “Illuminate Your World” concept. Between 300 and 600 holographic posters were installed across NYC and LA, making this one of the largest holographic wheatpasting runs ever executed for a beauty brand.
AGM deployed two newly built seamless 3D LED billboard trucks, one in NYC and one in LA, designed to display three-dimensional animations of Biossance skincare products. These trucks represented AGM’s newest mobile innovation, delivering vibrant 3D pop-out effects that performed exceptionally well in both daytime and nighttime environments.
AGM executed large-format projections across building facades surrounding Union Square and Times Square in New York.. Several projections were placed outside Sephora locations to align with purchase consideration moments and in high-visibility retail environments.
Each market featured six to ten brand ambassadors distributing a mix of Biossance minis and product packettes. Ambassador teams were outfitted in branded gear and positioned near posters, projection zones, and high-traffic sidewalks to maximize engagement.
The sampling program created immediate hands-on product experience and contributed to steady foot-traffic flow toward nearby Sephora stores.
The campaign ran for two days in New York City and two days in Los Angeles. AGM coordinated production, routing, holographic printing, LED truck operations, projection placement, and staffing for both markets simultaneously. The multi-format activation delivered consistent coverage from daytime through evening hours, allowing all elements, posters, LED trucks, and projections, to be captured under natural and low-light conditions for strong visual content.
The holographic posters generated strong foot-traffic attention due to their reflective shimmer and rare printed texture. The seamless 3D LED trucks produced several viral-quality video clips captured by pedestrians and social users. Projections outside Sephora locations reinforced the brand’s presence and encouraged in-store exploration.
Brand ambassador teams generated steady sampling engagement and delivered a high volume of product directly into consumer hands. The multi-city activation produced a content library of photos and videos that Biossance used across digital channels.
The Biossance “Illuminate Your World” campaign succeeded by integrating advanced creative formats, premium print techniques, and strong human engagement across two major markets. AGM delivered custom holographic posters, debuted its newest seamless 3D LED trucks, executed large-scale projections, and distributed thousands of samples in a visually coherent, high-impact execution.
Future clients should understand that AGM specializes in multi-format activations that combine technology, print innovation, and human connection to elevate brand presence in competitive consumer markets.
The posters were created using custom, hand-pressed holographic foil stock exclusively produced for this activation. The material is rare, difficult to manufacture, and produced light-reactive effects that aligned with the campaign theme.
Approximately 300 to 600 holographic posters were installed across NYC and LA, making it one of the largest holographic wild posting campaigns in the beauty category.
The campaign featured holographic wild postings, seamless 3D LED billboard trucks, large-format projections, and ambassador-led sampling.
Each market used six to ten brand ambassadors to manage sampling, engagement, and on-site support.
The integration of rare holographic posters, newly launched 3D LED trucks, high-visibility projections, and hands-on sampling created a layered experience that delivered strong visibility, consumer engagement, and digital amplification.
