American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
From Los Angeles film corridors to San Francisco warehouse districts, AGM deploys 20,000-lumen projection campaigns across California’s highest-traffic environments — creating brand moments the state can’t ignore.
California is one of the most competitive visual media markets in the world. Brands competing for attention here face a paradox: the advertising landscape is so saturated that conventional placements disappear into the background, while the state’s visual culture is so sharp that something genuinely surprising cuts through with immediate clarity. Guerrilla projection advertising is built for exactly this environment. American Guerrilla Marketing deploys 20,000-lumen commercial projection systems on building facades across the state — in Los Angeles, San Diego, San Francisco, San Jose, and other markets — creating high-visibility brand moments that California’s photographically active population turns into earned media.
This is not passive media. When a 20,000-lumen image lands on a warehouse wall in the Arts District or on a SoMa building in San Francisco, it becomes an event. People stop. They photograph it. They share it. They ask each other what it is. American Guerrilla Marketing creates that moment, and we give your brand complete ownership of it — planned, executed, and documented by our direct technical team from start to finish.
AGM has operated projection campaigns for entertainment studios launching major releases, tech brands staking out market territory, consumer packaged goods companies fighting for mindshare in premium markets, fashion labels announcing West Coast collections, and advocacy organizations that need the public square to feel the weight of their message. In each case, California’s combination of dense urban environments, massive nighttime foot traffic, and culturally attuned audiences makes the campaign land harder than in almost any other U.S. market.
Tell us your market, your target audience, and your campaign window. AGM's California team handles the rest — scouting, creative prep, crew deployment, and full post-campaign documentation.
Select a city to explore Guerrilla Projections opportunities.
California runs on visual media. The state is home to the global entertainment industry, several of the world’s most influential technology companies, and a street culture that has exported aesthetic influence for decades. When you place a 20,000-lumen projection in a California environment, you’re entering a conversation that is already happening at high volume. The only question is whether your brand is part of that conversation or invisible to it.
The state also concentrates high-value target demographics that most national brands spend years trying to reach. Los Angeles contains entertainment executives, creative-industry professionals, fashion-forward consumers, and international tourists at a density that few cities can match. San Francisco concentrates technology decision-makers, venture-backed startups, and a deeply digitally connected workforce. San Diego brings a military and biotech community alongside one of the most event-dense entertainment calendars on the West Coast. San Jose anchors Silicon Valley’s commercial core with a professional population that responds to brand sophistication and creative risk-taking.
Beyond demographics, California offers surface diversity that few states can match. Warehouse-scale exterior walls in the Arts District. Victorian-era facades in the Mission. Contemporary steel structures in downtown San Jose. Open-sky corridors in Little Italy, San Diego. Every market gives AGM projection specialists a different canvas to work with — and we know all of them. Our national scouting team maintains documented location libraries across each major California market, combining GPS-logged site data with physical on-the-ground assessment so that every campaign is positioned for maximum impact before we ever load equipment into a truck.
Nighttime in California is never quiet, and that works in favor of every projection campaign we run. Whether it’s the restaurant and bar traffic of Gaslamp Quarter, the late-night entertainment energy of Hollywood Boulevard, or the after-work pedestrian concentration in San Francisco’s SoMa corridor, California’s urban cores remain activated well into the evening. AGM campaigns begin at dusk and run four to six hours — a window that captures evening rush, the dinner-and-entertainment audience, and the late-night walkable crowd that photographs everything they find interesting.
LA is AGM’s most active West Coast market and one of our highest-volume projection territories nationally. Our team works across the full geographic spread of the city — from the Arts District east of downtown to the entertainment corridors of Melrose Avenue and West Hollywood, from Venice Beach to Hollywood Boulevard to the studio-adjacent blocks of Culver City, and through the industrial walls of Koreatown that have become some of the most effective projection surfaces in the region. Los Angeles’s entertainment industry gives us clients who understand spectacle and audiences that respond to creative scale. AGM maintains a local office at 611 Wilshire Blvd, Suite 900, providing ground-level logistics support for every LA campaign.
San Diego’s urban geography concentrates nighttime activity in compact, walkable districts that make projection campaigns extraordinarily efficient. The Gaslamp Quarter, Barrio Logan, Little Italy, North Park, South Park, and East Village each offer distinct visual environments with dense, engaged audiences. The city’s major event calendar — including one of the world’s largest comic and pop culture conventions, music festivals, and a packed biotech conference season — creates natural audience concentration events that amplify projection impact beyond normal foot-traffic projections. San Diego’s consistent coastal climate also extends the usable projection season and eliminates many of the weather variables that complicate campaigns in other markets.
San Francisco’s compressed geography and relentlessly photographic culture make it one of the most projection-effective cities in the country. SoMa warehouse districts, the Mission District arts corridor, the Mid-Market entertainment zone, Hayes Valley, and the Dogpatch industrial area each provide walls that AGM has mapped, documented, and executed campaigns on. The city’s tech-forward audience actively shares interesting brand moments, extending the earned media value of projection campaigns far beyond their physical footprint. San Francisco is also the market where our Biossance × Sephora Union Square campaign demonstrated what a well-executed projection activation looks like in a high-profile retail environment.
Downtown San Jose’s commercial density and its proximity to Silicon Valley’s technology corridor make it a compelling market for B2B brands, consumer tech companies, and enterprise-facing campaigns alike. The SAP Center entertainment district anchors significant nighttime foot traffic, while the Japantown corridor and the arts-forward blocks near SoMa give AGM projection specialists distinctive architectural surfaces to work with. San Jose’s workforce is sophisticated and visually attuned — the kind of audience that notices craft, recognizes creative ambition, and shares when a brand makes a genuinely strong visual statement on a public wall.
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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You will get thoughtful, devoted, and individualized attention from our experienced, qualified, and professional personnel. Being one of the most illustrious agencies in Brooklyn, New York, American Guerrilla Marketing has been awarded the Best of Brooklyn title.
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When Biossance partnered with Sephora for an exclusive retail launch, they needed to make the partnership feel like a cultural event rather than a retail transaction. AGM executed a guerrilla projection campaign at Union Square in San Francisco — one of the city’s highest-traffic commercial intersections and a space that carries enormous brand weight in the premium retail landscape. The campaign projected Biossance × Sephora partnership creative across architectural surfaces during peak evening hours, targeting the exact audience profile that drives prestige beauty purchasing: urban, aesthetically aware, socially active consumers who were already in the shopping and entertainment mindset.
The projection scale commanded attention at street level while the location’s significance elevated the brand association. Post-campaign documentation captured both the impact of the installation and the earned media moment it generated, delivering results that extended well beyond the physical campaign window. The Biossance × Sephora Union Square campaign is representative of what AGM brings to every California market: strategically positioned, technically flawless, and designed to generate a cultural moment rather than just an advertising impression.
California’s climate is one of its greatest structural advantages for projection advertising. While campaigns in the Northeast manage hard weather windows and Midwest activations navigate cold-season interruptions, California campaigns can run effectively across most of the year. That said, there are optimal seasonal windows in each market that smart campaign planning takes into account.
Spring in California — roughly March through May — brings warming temperatures, longer dusk windows, and the fashion and entertainment industry’s new-season launch cycle. This is when labels introduce collections, tech companies announce products, and consumer brands launch summer SKUs into market. Spring projection campaigns in Los Angeles and San Francisco are particularly strong because the entertainment industry’s awards and premiere cycle creates natural audience concentration at exactly the right points in the calendar.
Summer extends dusk windows to their maximum, giving AGM campaigns the longest possible projection sessions. Los Angeles summer brings some of the city’s highest tourist concentrations, making activations near major landmarks and entertainment districts especially effective for brand-awareness work. San Diego’s summer season brings enormous convention and festival attendance that AGM campaigns can position directly against. The Bay Area’s summer microclimate — famously foggy in the mornings but often clear by evening — typically clears for projection windows in SoMa and Mission-area placements.
Fall is the most competitive brand-messaging window in California. Entertainment companies push major releases, technology companies launch new hardware cycles, and fashion brands introduce fall collections. The November and December holiday window is particularly high-stakes in retail-adjacent markets like Los Angeles’s shopping corridors and San Francisco’s Union Square district. AGM schedules fall campaign slots early because demand in California markets concentrates in this period.
Winter projection campaigns in California benefit from the state’s mild climate and early dusk windows that extend projection hours into what would otherwise be a busy retail and entertainment evening. Brands targeting California audiences during national holiday campaigns find that winter projections in Los Angeles and San Francisco deliver high visual impact in some of the country’s most photographed commercial environments.
Location selection is one of the highest-value services AGM provides. The wrong surface undermines creative impact regardless of equipment quality. The right surface amplifies even straightforward creative into something that stops foot traffic. Our national scouting team evaluates California locations across several performance criteria: surface area, surface color and texture, sight-line distance, pedestrian traffic count, obstruction clearance, operational vehicle access, and nighttime ambient light levels.
Industrial warehouse exteriors across California’s warehouse districts — SoMa in San Francisco, the Arts District in Los Angeles, Barrio Logan in San Diego, and the industrial blocks near downtown San Jose — offer large, flat surfaces that maximize projection resolution and contrast. These buildings were built for function, not aesthetics, which paradoxically makes them among the most effective projection canvases in any market.
Entertainment corridor buildings along Hollywood Boulevard, Gaslamp Quarter, and Hayes Valley in San Francisco feature street-facing walls with the pedestrian traffic density that makes projection campaigns visible to thousands of passersby during a single evening session. Mixed-use retail facades in urban commercial environments give brands access to consumers who are already in a high-engagement mindset — eating, drinking, socializing, and fully present to their surroundings.
Private property locations — where a property owner agreement allows direct, permitted access — provide operational stability and extended session flexibility that unpermitted placements cannot match. These arrangements, which start at Contact us for a custom quote. to contact us for a quote. depending on the property’s value and location, give brands access to premium positions with the reliability that high-stakes campaigns require.
High-contrast brand mark projections scaled to fill entire building facades. Effective for launch awareness, market entry, and competitive positioning campaigns in California’s entertainment and tech corridors.
Looping animated sequences bring campaign creative to life at architectural scale. Product reveals, brand stories, and campaign visual systems all translate powerfully to large projection surfaces in high-traffic California environments.
Timed countdown sequences drive anticipation for releases, launches, and events. This format performed strongly for entertainment-industry campaigns in California markets and pairs naturally with premiere and launch event timing.
Text-forward campaigns carry statements, calls to action, and advocacy messaging at a scale that demands public attention. California’s engaged civic culture makes message-driven projections a powerful format for cause-oriented and political campaigns.
Every California campaign follows AGM’s full-service process. Clients engage with a single team from initial strategy through final reporting — no subcontracted crews, no third-party equipment vendors, no hand-offs that break continuity.
Strategy and Brief: AGM’s team works with the client to define the campaign objective, target geography, audience profile, timing requirements, and creative assets. For multi-city California campaigns, this includes market prioritization and coordination planning for simultaneous or sequential activations.
Location Scouting: Our scouting team identifies target surfaces in the client’s preferred markets, combining GPS-logged database research with physical on-the-ground assessment. Advance location scouting for California markets runs approximately contact us for a quote. This investment ensures that every recommended surface has been evaluated against performance criteria before campaign week begins.
Creative Preparation: AGM’s technical team prepares projection-optimized creative files. Still images, looping motion graphics, countdown sequences, and animated brand elements are all supported. Our team provides technical specifications to creative agencies or works directly with client-supplied artwork to optimize it for projection output.
Equipment Staging and Crew Deployment: AGM’s direct technical crew arrives on site with the complete equipment package: 20,000-lumen commercial projector, generator and full power solution, electronics bundle, and mobility unit. Setup is managed entirely by AGM — clients do not coordinate equipment vendors or production logistics.
Projection Execution: Campaigns begin at dusk and typically run four to six hours. Multi-night runs are available and frequently recommended for sustained brand-building campaigns or multi-market rollouts that benefit from extended presence in each location.
Documentation and Reporting: AGM provides post-campaign photo and video documentation, GPS location data, and a campaign performance summary. This material supports earned media distribution, social amplification, internal stakeholder reporting, and future campaign planning.
For California markets outside New York City, AGM prices campaigns at contact us for a quote. . That rate covers the 20,000-lumen commercial projector, generator and full power solution, electronics bundle, mobility unit, and a two-person technical crew managing setup, operation, and breakdown. No additional equipment fees. No subcontractor markups. What you see is what gets deployed.
Advance location scouting runs approximately contact us for a quote. market. For campaigns that include permitted or private-property locations, property access fees typically range from Contact us for a custom quote. per night, depending on the specific property and its demand in the market. Multi-night campaigns and multi-city California rollouts are quoted on a custom basis that reflects the full scope and logistics of the activation.
AGM’s California client base spans a wide range of industries, each with a distinct strategic rationale for projection advertising. Entertainment companies use projection campaigns for film announcements, streaming launch activations, and concert or tour promotion — the entertainment industry’s comfort with spectacle makes it one of the most natural fits for large-scale projection work. Technology brands deploy projections for product launches, conference adjacency campaigns, and competitive positioning in markets where B2B and B2C audiences converge.
Fashion and lifestyle labels use projection advertising for collection launches, seasonal campaigns, and pop-up retail amplification — particularly in Los Angeles’s fashion corridors and San Francisco’s retail districts. Consumer packaged goods brands targeting California’s premium consumer market use projections to establish visual authority in markets where shelf competition is fierce. Non-profit organizations and advocacy campaigns use projection’s scale and immediacy to create public-facing moments that drive news coverage and broad social sharing.
AGM’s national client roster includes Biossance, The Weeknd, the US Marine Corps, Women’s March, Reproductive Freedom for All, and YouTube — a range that reflects projection advertising’s effectiveness across commercial, cultural, and cause-driven campaign objectives.
American Guerrilla Marketing is a Best of Brooklyn award winner with a national track record across entertainment, consumer, advocacy, and government campaigns. Our technical capabilities are built around the 20,000-lumen commercial projection system — a significantly more powerful rig than what event rental companies typically deploy — which means our images hold contrast and sharpness on building facades that would wash out lesser equipment.
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.
Our scouting infrastructure includes both digital mapping tools and a physical on-the-ground scouting team. Every location recommendation comes with GPS documentation, sight-line analysis, and a performance assessment conducted by someone who has physically stood at that location after dark. We do not recommend locations we have not evaluated firsthand.
AGM’s direct technical crew — our own people, not subcontractors — operates every campaign. This means the people who scout the location, prepare the equipment, and execute the projection have full ownership of the result. There is no gap between the team that promised the outcome and the team that delivers it.
Address: 611 Wilshire Blvd, Suite 900, Los Angeles, CA 90017
Phone: (213) 328-4480
Our Los Angeles office supports logistics, client coordination, and campaign management for Southern California markets and serves as the operational hub for multi-city California activations. Northern California campaigns are coordinated in partnership with our national operations infrastructure.
| Zone / Area | Peak Hours | Foot Traffic | Est. Nightly Impressions | Best For |
|---|---|---|---|---|
| Los Angeles | 8PM–12AM | Moderate | 2,500–12,000 | Product Launch |
| San Diego | 8PM–12AM | Moderate | 2,500–12,000 | Event Promotion |
| San Francisco | 8PM–12AM | Moderate | 2,500–12,000 | Brand Awareness |
| San Jose | 8PM–12AM | Moderate | 2,500–12,000 | Political |
AGM operates projection campaigns across California’s major urban markets: Los Angeles, San Diego, San Francisco, and San Jose. We can also serve other California markets on a case-by-case basis for brands with specific geographic targeting needs. Our national scouting team has documented locations in markets across the state, and new markets can be evaluated as part of the advance scouting process.
The base rate for California campaigns is contact us for a quote. This covers the full equipment package — 20,000-lumen projector, generator and power solution, electronics bundle, mobility unit — plus a two-person technical crew for setup, operation, and breakdown. Advance location scouting runs approximately contact us for a quote. and permitted private-property locations add Contact us for a custom quote. per night.
Permit requirements vary by city and location type. In most unpermitted placements, AGM operates within the window allowed for temporary projected light without requiring a formal permit. For campaigns requiring guaranteed position stability and extended session duration, private-property agreements provide a fully permitted alternative. AGM’s team advises on the regulatory environment specific to each target market during the campaign planning process.
Multi-city California campaigns are coordinated from AGM’s Los Angeles office with support from our national operations infrastructure. For simultaneous activations in, say, Los Angeles and San Francisco, AGM deploys independent crew sets and equipment packages in each market, coordinated under a single campaign timeline. Sequential campaigns — rolling from LA to San Diego to San Francisco over multiple nights — are also a common structure that AGM manages as a single engagement.
California’s mild climate makes projection campaigns viable year-round, but the most strategically potent windows are spring launch season (March–May), the summer event and tourism peak (June–August), and fall product launch season (September–November). The holiday window from November through December is particularly high-demand in retail-adjacent markets like Los Angeles and San Francisco. AGM recommends booking well in advance for fall and holiday-season campaigns.
AGM’s California clients range from venture-backed startups making a market-entry statement to national brands with multi-million-dollar media budgets who use projection as a high-impact complement to their broader campaign mix. The common thread is not company size but the recognition that earned media and street-level cultural impact create value that paid placements alone cannot replicate. Projection advertising punches above its weight class relative to cost in almost every category.
For standard market campaigns, AGM recommends a minimum of three to four weeks of lead time to allow for scouting, creative preparation, logistics coordination, and crew scheduling. For campaigns tied to specific events — film premieres, product launches, award shows, or conventions — six to eight weeks of lead time is strongly preferred. Fall and holiday-season campaigns in California markets should be booked as early as possible, as AGM’s production calendar fills quickly during these high-demand windows.
Yes. AGM’s California office is located at 611 Wilshire Blvd, Suite 900, Los Angeles, CA 90017, reachable at (213) 328-4480. The LA office supports campaign logistics, client coordination, and on-the-ground production management for Southern California markets. Northern California campaigns are coordinated through our national team with physical scouting and crew deployment managed locally in each market.
AGM supports still image projections, looping motion graphics, animated brand sequences, countdown timers, text-forward message campaigns, and multi-element compositions. Our technical team provides format specifications to client creative agencies or works directly with client-supplied files. For complex creative — multi-panel sequences, high-motion animations, or campaigns with multiple asset variations — we recommend a technical review call before the campaign date to optimize files for projection output.
Our scouting team combines digital location research — using satellite imagery, street-level mapping, and proprietary location databases — with physical on-the-ground assessment in each market. Every recommended location in California has been walked by a scouting team member who has evaluated it after dark for surface quality, ambient light, sight lines, pedestrian traffic, and operational vehicle access. Advance scouting runs approximately contact us for a quote. and is recommended for all California campaigns.
The Contact us for a custom quote. rate covers the complete campaign package: 20,000-lumen commercial projector, generator and power solution, electronics bundle, mobility unit, and a two-person technical crew who handle setup, operation throughout the projection window, and full breakdown. There are no add-on equipment fees, no crew overtime charges for standard four-to-six hour windows, and no subcontractor markups. The rate reflects AGM’s direct-ownership model across all equipment and personnel.
Event-adjacent projection campaigns are one of AGM’s most requested formats in California. Campaigns adjacent to film premieres, music releases, product launches, conventions, and award shows can be timed to the specific hour when audiences are at their most concentrated. For events with heavy media presence, the projection creates a brand moment that gets captured in editorial and social photography alongside the event itself, significantly amplifying reach beyond what the projection alone would generate.
Mobile LED displays that bring your brand to any location, any event.
Street-level poster saturation across walls, construction sites, and corridors.
Ground-level branded decals at pedestrian hotspots and event entrances.
Creative stencil campaigns that put your brand in the path of pedestrians.
