American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
From Detroit’s Eastern Market warehouses to Grand Rapids’ ArtPrize walls and Ann Arbor’s campus corridors — AGM deploys commercial-grade building projection campaigns statewide. Long winter nights. Industrial surfaces. Real audiences.
Michigan doesn’t just tolerate large-format outdoor media — it’s architecturally made for it. The state’s industrial legacy has left behind an enormous inventory of flat-faced brick warehouses, concrete manufacturing buildings, and blank masonry walls sitting in the middle of dense pedestrian zones. Detroit’s Eastern Market and Corktown, Flint’s Saginaw Street corridor, Grand Rapids’ Heartside Neighborhood — these are projection environments that agencies on the coasts actively travel to reach.
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.
Past AGM projection clients include Coca-Cola, Live Nation, and iHeartRadio, with multi-night campaigns that generated earned media coverage and massive organic social sharing.
Add Michigan’s seasonal reality: dusk arrives early from October through March, often before 6 PM, giving projection campaigns five to seven hours of prime operating time during evenings when people are still out shopping, dining, and commuting. A campaign that runs from 6 PM to midnight in January hits a completely different volume of foot and vehicle traffic than a summer campaign with a 9 PM start. Michigan winters work in your favor when you’re projecting.
The state’s economic identity — auto manufacturing, higher education, Midwestern community pride — creates a natural fit for the kinds of brands and causes that benefit from building facade campaigns. Sports activations, automotive brand launches, university and alumni campaigns, community advocacy — Michigan audiences have grown up watching brands claim physical space. When a 20,000-lumen image lands on a warehouse wall above a crowded street, people stop. They photograph it. They share it. That response is built into how Michigan cities experience public space.
American Guerrilla Marketing operates projection campaigns from our offices in New York, Miami, Los Angeles, Orlando, and Las Vegas, with a national scouting team that covers every Michigan market. Our crew arrives with the full technical stack — projector, generator, mobility unit, electronics bundle — and handles setup through breakdown without relying on local subcontractors. The work you see is the work we do.
Tell us your market, your timeline, and your goal. AGM handles the rest — scouting, logistics, crew, and execution — statewide.
Select a city to explore Guerrilla Projections opportunities.
Detroit is Michigan’s anchor projection market. Eastern Market alone offers dozens of flat-faced warehouse and industrial buildings with clean projection surfaces facing active pedestrian areas. The Midtown arts corridor, Corktown’s entertainment zone, the Belt alley arts district, and Downtown Woodward Avenue each offer distinct audience profiles and wall inventories. Detroit’s density of large-format brick and concrete surfaces — combined with a nightlife culture that keeps people on the street until midnight and later — makes it one of the most productive projection markets in the Midwest. Campaign runs here consistently reach audiences of 20,000 to 60,000+ depending on location, timing, and duration.
Ann Arbor operates on a different rhythm from Detroit’s industrial scale, but it punches far above its population in terms of engaged, culturally active audiences. The University of Michigan brings a constantly renewing base of students, faculty, alumni, and visitors who fill the Main Street arts corridor, Kerrytown Market district, State Street zone, and Fourth Avenue entertainment area on any given evening. Game-day weekends transform Ann Arbor into one of the highest-density event environments in the Midwest — over 100,000 fans descend for home football games, creating an unmatched window for sports and lifestyle brand projections. Buildings in the downtown core are generally mid-scale with clean facades, well-suited for projections at distances of 80 to 150 feet.
Grand Rapids has spent over a decade building the infrastructure and audience for large-format public art through ArtPrize — one of the world’s largest art competitions by attendance. That history has normalized building-scale visual media for Grand Rapids residents in a way most cities haven’t experienced. The ArtPrize corridor through downtown, Cherry Street arts district, Heartside Neighborhood’s warehouse buildings, and the Leonard Street corridor all provide strong projection environments for brands willing to operate in a city that genuinely appreciates the form. Audiences here are not startled by a large image on a building face — they stop, engage, and photograph.
Flint is a market many national brands overlook — which is precisely what makes it effective. The Saginaw Street arts corridor through Downtown Flint, the Vehicle City arts district, and the Flint Farmers’ Market area have seen significant investment in community-driven programming, and the audiences that gather in these spaces are highly engaged with messaging that speaks to their city’s story. Community advocacy campaigns and brand activations with a genuine local angle perform exceptionally well here. Building surfaces along Saginaw and Michigan Avenue provide solid projection inventory, and the relatively lower ambient light levels outside the immediate downtown core extend effective projection visibility.
Sterling Heights and Warren sit in the dense commercial and residential band immediately north of Detroit, connected by high-traffic corridors that see tens of thousands of vehicles and pedestrians daily. Dodge Park Road and Metro Parkway in Sterling Heights anchor major commercial zones. Van Dyke Avenue in Warren draws steady commuter and local traffic. These suburban markets serve a different function than the urban core — they reach the working commuter audience that isn’t walking downtown Detroit on a Tuesday night but is absolutely present at their local commercial strips. For automotive brand activations, metro-wide saturation campaigns, and community-level outreach, Sterling Heights and Warren offer genuine scale at a lower media cost than Detroit proper.
A single bold image — logo, product, message — projected at full size onto a building facade. The purest form. Maximum visual impact, minimum complexity. Works across all Michigan markets and all building scales.
Looping motion sequences projected onto building walls. Animated content catches peripheral vision from greater distances and holds attention longer than static images. Particularly effective in high-vehicle-traffic corridors in Sterling Heights, Warren, and Detroit Woodward Avenue.
Timed to concerts, game days, festivals, or product launches. Michigan’s event calendar — from Michigan football Saturdays to Motown-era anniversary events to Grand Rapids’ ArtPrize — provides natural anchors for time-limited, high-attention projection deployments.
Simultaneous or sequential projections across two or more Michigan cities in a single campaign run. Ideal for statewide brand launches, advocacy campaigns targeting multiple markets, or auto industry activations reaching the full Michigan consumer footprint.
Purpose-built for nonprofit and advocacy clients. A single projector on a warehouse wall in Flint or Detroit’s Midtown corridor can reach thousands of pedestrians who encounter the message without actively seeking it — turning passive passers-by into informed participants.
Multi-night campaigns with GPS-documented location data, audience environment photography, and post-campaign reporting packages. Full production documentation for brand clients who need proof-of-execution and content for social and earned media use.
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.
Award Winning Personalized Service
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.
Nationwide
Industry City, Brooklyn, New York 11232
American Guerrilla Marketing
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Mon - Fri: 9 AM - 5 PM
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Automate your campaign with AGM’s Request for Proposal Builder. Simply answer a few quick questions about your campaign goals, markets, and timeline, and the system will generate a tailored presentation with recommended strategies, quantities, and pricing. Click the RFP Builder to instantly receive your customized proposal.
When the University of Missouri appeared in the Cotton Bowl, American Guerrilla Marketing deployed a large-format building projection campaign in the entertainment corridor surrounding the event in Arlington, Texas. Projections ran on prominent building facades in the fan zone, generating brand visibility across tens of thousands of fans and pedestrians during bowl week. The campaign demonstrated how a sports brand can use projection advertising to own the visual landscape during a concentrated, high-attendance event window. Michigan’s college football environment — particularly in Ann Arbor — mirrors that dynamic exactly. Game-day weekends create the same compressed, high-energy audience conditions where a projection campaign above a fan corridor delivers outsized return.
For the WakeUp Coalition in Austin, AGM deployed projection advertising across downtown warehouse exteriors and blank building faces in high-foot-traffic corridors. The campaign reached audiences who had made no active choice to receive the message — turning pedestrian foot traffic into genuine community awareness. In Michigan, where community-driven issues ranging from environmental justice to workforce development to public health carry significant cultural weight, this model of advocacy projection has direct application. Detroit, Flint, and Grand Rapids all have the audience density and building inventory to support campaigns that move people without requiring them to come to an event, sign up for anything, or seek out the message.
Our national scouting team evaluates Michigan locations through both digital mapping and physical on-the-ground assessment. We document wall dimensions, surface material, ambient light levels at target projection hours, sight lines from pedestrian and vehicle approach angles, and logistical access for the crew and equipment. For clients who need advance scouting before committing to a full campaign, location assessment is available at approximately contact us for a quote.
Michigan’s architectural inventory ranges from Eastern Market’s five-story brick facades to Ann Arbor’s low-rise Main Street storefronts to Grand Rapids’ mid-scale Heartside warehouse walls. Each surface demands different creative treatment — aspect ratio, projection distance, content pacing for animated sequences. We work with your creative team to spec the output for the exact surface it will land on, so the image fills the wall rather than floating in it.
Michigan’s cities each have their own permit and property consent requirements. Detroit, Grand Rapids, and Ann Arbor have active permit frameworks for outdoor media. AGM handles the clearance process, including outreach to property owners for private-property locations. Permitted and privately-consented locations are available contact us for a custom quote. depending on building and market. For clients with flexible timing and a preference for non-permitted public-facing deployment, our team identifies the appropriate operational approach for each market.
AGM’s two-person technical crew arrives with the full equipment stack — 20,000-lumen commercial projector, generator and power solution, electronics bundle, and mobility unit. Setup is handled without subcontracting. Once the projection is live, a crew member remains on-site through the full run, managing alignment, brightness calibration, and content playback. Typical operating window runs from dusk through four to six hours of continuous projection, with Michigan’s winter season extending the effective window significantly.
Every Michigan campaign includes GPS-documented location data and post-campaign photography. Clients who need richer documentation packages — including video captures, audience environment photography, and reach reporting — receive a full post-campaign report. This material serves as proof-of-execution for internal stakeholders and as earned media content for social channels.
All Michigan campaigns (outside New York City) are priced at contact us for a quote. . That rate covers the complete operational package:
Multi-night campaigns are available with scheduling handled on a per-project basis. Location scouting in advance of a confirmed campaign runs approximately contact us for a quote. market. Permitted or privately-consented locations are available contact us for a custom quote. depending on the specific building and market conditions.
Multi-projector deployments — running two or more projectors simultaneously in a single market or across multiple Michigan cities — are priced per unit at the same rate, with logistics coordination handled centrally by AGM.
Michigan is the auto industry’s home market. A building projection campaign targeting Michigan consumers — especially in metro Detroit — carries contextual weight that the same campaign wouldn’t have in Phoenix or Atlanta. Auto brands, EV manufacturers, mobility technology companies, and auto aftermarket brands all have a natural case for projecting in Michigan’s commercial corridors and manufacturing-adjacent neighborhoods.
Michigan’s higher education ecosystem is one of the largest in the country. U of M, Michigan State, Wayne State, Grand Valley State, and dozens of other institutions have alumni networks, athletic programs, and academic campaigns that benefit from high-visibility outdoor media in college town environments and metro markets where alumni are concentrated.
Detroit’s sports franchises, Michigan’s bowl game appearances, touring concerts, and Michigan-based festivals all represent natural projection campaign moments. High-attendance events concentrate audiences in specific geographic corridors where a projection creates immediate, time-limited visual dominance.
Michigan’s public health, environmental, and social justice advocacy communities are active and well-organized. Building projection campaigns reach exactly the audiences these organizations need to engage — community members who aren’t attending a rally but who encounter the message in the course of their normal evening.
Retail brands, tech companies, consumer goods companies, and service brands entering the Michigan market for the first time use projection campaigns to announce their arrival in a way that no digital ad buy can replicate. The physical presence of a 40-foot image on a building in Detroit or Grand Rapids creates a moment of awareness that persists in memory and photographs long after the projection run ends.
| Zone / Area | Peak Hours | Foot Traffic | Est. Nightly Impressions | Best For |
|---|---|---|---|---|
| Detroit | 8PM–12AM | Moderate | 2,500–12,000 | Product Launch |
| Ann Arbor | 8PM–12AM | Moderate | 2,500–12,000 | Event Promotion |
| Grand Rapids | 8PM–12AM | Moderate | 2,500–12,000 | Brand Awareness |
| Flint | 8PM–12AM | Moderate | 2,500–12,000 | Political |
| Sterling Heights & Warren | 8PM–12AM | Moderate | 2,500–12,000 | Sports |
We cover the entire state. Our national scouting team has assessed markets in Detroit, Ann Arbor, Grand Rapids, Flint, Sterling Heights, Warren, Lansing, Kalamazoo, and other Michigan cities. If your target market is in Michigan, we can assess feasibility and execute a campaign there.
They work in your favor. From October through March, dusk arrives between 5 and 6 PM in Michigan — meaning projections go live before the dinner and evening rush rather than after it. A campaign running 5:30 PM to midnight covers the full evening commute, dinner hour, and nightlife window. Summer campaigns in Michigan typically start around 9 PM, which shortens the effective window considerably. Winter is peak season for projection visibility.
A single projector for a single night at Contact us for a custom quote. is the entry point. Most clients run two to five nights for a meaningful campaign footprint. Multi-night runs give the campaign time to accumulate organic photography, social sharing, and media attention that a one-night execution rarely achieves.
Yes. Multi-city Michigan campaigns are a common configuration for statewide brand rollouts or advocacy campaigns that need to reach audiences in Detroit, Grand Rapids, and Ann Arbor at the same time. Each city requires its own projector, crew, and logistics setup, priced per unit at contact us for pricing.
Flat-faced brick or concrete walls with minimal windows, minimal surface texture, and clean sightlines from the intended viewing distance. Michigan’s industrial building stock — particularly in Detroit’s Eastern Market and warehouse corridors, Flint’s downtown, and Grand Rapids’ Heartside Neighborhood — is exceptionally well-suited. Our scouting team identifies and documents optimal surfaces before any campaign commitment.
Each Michigan city has its own regulatory framework for outdoor media. Detroit, Grand Rapids, and Ann Arbor all have established permit processes. AGM handles permit outreach and property owner contact as part of the campaign planning process. For fully permitted or private-property locations, expect Contact us for a custom quote. per night on top of the operational base rate.
Yes — and in some ways more so. Smaller markets have fewer competing visual stimuli, so a building projection draws a higher proportion of the available audience. Flint’s downtown corridor and Warren’s commercial strips have concentrated evening foot and vehicle traffic that makes a single projector deployment highly visible to the full market audience. National brands often underestimate the engagement efficiency of mid-size Michigan markets.
Our commercial projection system is designed for outdoor operation. The generator provides power in all weather conditions, and the crew manages equipment through temperature and weather variability standard to Michigan winters. We have executed campaigns in cold-weather conditions across multiple northern markets. Rain and severe weather are the primary operational concerns — campaigns are rescheduled in those conditions, not canceled.
Every campaign includes GPS-documented location data and post-campaign photography capturing the projection in its environment. Clients who need expanded reporting packages receive documentation of the full operational run, audience environment photography, and structured reporting for internal or earned media use. The photography from a well-executed Michigan campaign is often the most-circulated deliverable — people post it, share it, and it reaches far beyond the original pedestrian audience.
Three to six weeks of lead time is standard for most Michigan markets. Campaigns tied to specific events — a football game weekend in Ann Arbor, ArtPrize in Grand Rapids, or a product launch with a fixed date — should be initiated earlier to allow for location scouting, permit processing, and creative production. Rush timelines are sometimes possible; contact us to discuss the specific window.
AGM has an established track record of Midwest market execution, including sports-adjacent campaigns like the Mizzou × Cotton Bowl activation in Arlington, Texas, which demonstrated the model for high-attendance, concentrated-audience projection campaigns that translate directly to Michigan’s college football and professional sports environments. Our national scouting team has documented Michigan locations in detail.
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.
