American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
AGM is headquartered in Brooklyn. We execute building projection campaigns across all five boroughs of New York City, and throughout Buffalo, Rochester, Yonkers, and every market upstate.
New York is AGM’s home state. Our Brooklyn office at Industry City, Unit 28, Sunset Park, positions the team for direct access to the nation’s most densely documented, most socially connected, and most campaign-demanding projection market — New York City. It also positions us for efficient deployment across upstate markets that offer some of the most architecturally rich and campaign-ready projection territory in North America. From the Victorian brownstone and industrial warehouse facades of Buffalo’s Allentown Arts District to the revitalized waterfront arts zones of Yonkers, from Rochester’s arts-district revival to the cast-iron loft building faces of Manhattan’s SoHo district, New York State presents projection advertising teams with more wall quality, market variety, and audience depth than any other state in the country.
The US Marine Corps selected AGM for a guerrilla projection campaign during CMA Fest in Nashville, projecting onto high-traffic surfaces during peak festival activity and reaching 80,000+ attendees.
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.
New York City dominates the state’s projection campaign landscape — it is the market where AGM has executed for The Weeknd, Biossance, and major clients in front of the world’s most socially active urban audience. But the quality of the upstate markets warrants independent attention. Buffalo’s Allentown Arts District, with its Victorian-era commercial buildings and dense arts-and-nightlife corridor, offers wall inventory and audience character that would headline the campaign portfolio in most American states. Rochester’s South Wedge and East End neighborhoods have developed genuine arts district density over the past decade. Yonkers’s Saw Mill River waterfront revival has produced blank industrial building faces in a revitalized urban setting accessible to the New York City metropolitan audience. Each upstate market is worth a dedicated projection campaign; all four can anchor a coordinated statewide deployment.
The building stock across New York State reflects each city’s architectural era and economic history in ways that directly shape projection campaign geography. Manhattan’s SoHo district carries the cast-iron loft building heritage of its 19th-century manufacturing and commercial past — upper stories of smooth painted iron and masonry with minimal window penetration above the retail floor, presenting natural projection canvases in one of the world’s most pedestrian-photographed environments. Brooklyn’s Williamsburg and Bushwick warehouse buildings retain the broad, flat, brick and painted masonry surfaces of their century of industrial use — surfaces that receive projected light across thousands of square feet with the clean, uninterrupted geometry that makes large-format projection possible. Buffalo’s Allentown district buildings carry the ornamental-but-solid brick facade profiles of late-Victorian commercial construction, while the Larkin District’s warehouse zone adds genuinely massive flat surfaces to the Buffalo campaign inventory.
Two campaigns executed in New York City capture the full range of what building projection advertising achieves in this state at its highest expression. The Weeknd’s YouTube countdown campaign — a building projection deployment across New York City building facades counting down to a major music release — generated viral social documentation, national entertainment press coverage, and physical presence in the city’s streetscape that no digital advertising channel could replicate at comparable scale and visibility. The Biossance Sephora Union Square product launch demonstrated the same infrastructure deployed in service of a brand activation at one of the city’s highest-traffic commercial intersections — reaching the shopping and entertainment audience of Union Square with product imagery at a scale that registered in the physical environment rather than competing inside a phone screen. Both campaigns are a direct product of AGM’s operational presence in New York as its home market.
From our Brooklyn office at Industry City, AGM executes 20,000-lumen building projection campaigns across New York City's five boroughs and throughout Buffalo, Rochester, Yonkers, and every New York State market in between. Call us: (646) 776-2770
Select a city to explore Guerrilla Projections opportunities.
American Guerrilla Marketing’s New York office is located at Industry City, Unit 28, Brooklyn, NY 11232. Phone: (646) 776-2770. Industry City’s 35-acre Sunset Park campus houses AGM alongside creative studios, manufacturers, arts organizations, and tech companies — a complex that is itself a landmark of Brooklyn’s industrial-heritage-to-creative-economy transition and a projection advertising canvas in its own right. The Brooklyn location places AGM within a 30-minute drive of Manhattan, accessible to all five boroughs without highway transfer challenges, and positioned on the natural route toward the upstate markets via I-87 and the New York State Thruway.
New York City’s projection geography spans all five boroughs, with the highest-value wall inventory concentrated in Manhattan and Brooklyn. In Manhattan, SoHo’s cast-iron loft district offers smooth, painted masonry faces on buildings that have housed manufacturing and commerce for 150 years — upper stories with minimal window penetration facing the city’s most pedestrian-active shopping and dining corridors. The Meatpacking District and Chelsea gallery corridor add contemporary arts-district character, while the Times Square perimeter on 8th and 9th Avenues provides building faces that reach the city’s most tourist-saturated geographic zone without competing directly with Times Square’s own signage ecosystem. In Brooklyn, the warehouse and factory building faces of Williamsburg’s industrial waterfront corridor, Bushwick’s warehouse arts district, and DUMBO’s former manufacturing buildings provide the largest flat projection surfaces available in any American city, at audience density levels that most other markets cannot approach even during peak events.
Buffalo’s arts scene has undergone one of the most significant urban revivals in any northeastern American city over the past 20 years, and the arts district infrastructure built during that revival — particularly in Allentown and the Larkin District — presents projection wall inventory of real quality. Allentown’s Victorian commercial and residential buildings carry the brick and painted masonry face profiles of late 19th-century construction: solid exterior walls, relatively limited upper-story window penetration, and the kind of building character that photographs distinctively in projection campaign documentation. The Larkin District’s former warehouse and manufacturing buildings add industrial-scale surface geometry — broad, flat masonry faces with the proportions that allow large-format projection images to achieve visual dominance in the surrounding environment. KeyBank Center’s position in the Cobblestone District creates an entertainment-venue anchor that generates predictable high-audience windows for event-adjacent projection campaigns.
Rochester’s arts district revival has produced walkable, pedestrian-active cultural zones in the South Wedge, East End, and Corn Hill neighborhoods that support projection campaigns with genuine evening foot traffic. South Wedge’s mix of arts businesses, craft food and beverage establishments, and creative industry tenants has built a Millennial-and-arts-professional demographic base that is socially active and media-engaged — the kind of audience that documents and shares projection campaigns organically. The NOTA (North of the Avenue) arts corridor adds an emerging district dimension. Throughout these neighborhoods, building stock ranges from 19th-century brick commercial buildings to mid-20th-century masonry structures — a mix of surface profiles with good projection candidates among the flatter, more uniformly painted wall faces in each corridor.
Yonkers sits immediately north of the Bronx on the Hudson River, connected to Manhattan by Metro-North commuter rail in under 30 minutes — a geographic position that gives it the audience demographics of the extended New York City metropolitan area rather than the isolated upstate market profile that characterizes Buffalo or Rochester. The Saw Mill River Daylighting project has transformed a section of downtown Yonkers’s urban landscape, revealing a former buried waterway and creating a revitalized waterfront arts zone with blank industrial and commercial building faces that were previously inaccessible as projection surfaces. Getty Square’s arts corridor and the broader downtown revitalization have added gallery spaces, arts organizations, and evening programming that sustain the foot traffic projection campaigns depend on. For brands that need NYC-adjacent reach without full NYC pricing, Yonkers offers compelling value in a market actively building its identity.
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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Industry City, Brooklyn, New York 11232
American Guerrilla Marketing
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New York’s concentration of entertainment industry infrastructure — record labels, streaming platforms, film studios, and media companies — makes it the natural home market for entertainment release projection campaigns. The Weeknd’s YouTube countdown campaign demonstrated exactly how building projection advertising operates as release-day infrastructure in the New York market: creating physical presence in the city’s built environment that generates social media documentation from the daily audience of millions moving through the targeted corridors.
Consumer brands seeking to make a physical statement in the New York market find building projection advertising delivers the scale and geographic specificity that New York City retail and brand campaigns demand. The Biossance Union Square launch showed how product launches use building facades to create visual presence at the city’s key commercial intersections — reaching the shopping audience at the moment of their active presence in the retail environment, not through a screen from a distance.
New York’s politically engaged urban population — across New York City, Buffalo, and Rochester — makes the state a high-value target for advocacy projection campaigns. Building facades in New York’s arts districts are visible to the largest and most socially connected urban audiences in North America, and advocacy campaigns executed in these corridors generate earned media reach that extends nationally. New York political dynamics — highly competitive, heavily covered by national press — amplify advocacy campaign impact beyond the physical execution geography.
Corporate brands building awareness in the New York market, institutions launching in New York City or upstate, and technology companies targeting the state’s professional population all find building projection advertising a compelling alternative to conventional outdoor placements that blend into the visual noise of New York’s saturated media environment. Physical building projection cuts through that noise by occupying actual space in the urban environment — a fundamentally different presence than a billboard or digital screen.
New York State’s cultural calendar — Tribeca, SXSW satellites, Buffalo’s cultural programming, Rochester Fringe, and dozens of neighborhood arts events across the five boroughs — creates alignment opportunities for projection campaigns and event promotion throughout the year. Event-adjacent projection campaigns reach peak-assembled cultural audiences at the moments when their entertainment decision-making is most active.
New York State campaigns begin with a scope definition that determines which markets — New York City, Buffalo, Rochester, Yonkers, or combinations — the campaign targets, and what the campaign objectives are by market. NYC campaigns are planned as distinct engagements from upstate campaigns, with separate site selection, logistics, and pricing structures. Statewide campaigns coordinate timing across markets to create maximum total deployment efficiency — combining, for example, a Thursday-Friday NYC campaign with a Saturday-Sunday Buffalo campaign using a single crew mobilization from Brooklyn.
AGM’s New York scouting process benefits from AGM’s direct operational presence in Brooklyn — the team’s familiarity with New York City’s projection geography is comprehensive from years of active campaign execution in all five boroughs. For upstate markets, AGM combines digital scouting with physical site visits to confirm wall dimensions, surface condition, projector positioning, and evening foot traffic. All New York State markets are within day-trip distance of the Brooklyn office, making physical scouting efficient for campaigns that require on-the-ground confirmation before booking.
Single-market New York campaigns — a Manhattan SoHo run, a Buffalo Allentown execution, a Yonkers waterfront deployment — follow the standard AGM campaign framework with a two-person crew and full technical package. Multi-market campaigns coordinate crew scheduling, equipment logistics, and timing across multiple cities, with pricing structured to reflect the total campaign scope. New York City’s pricing is contact us for a quote. ; all other New York State markets are contact us for a quote.
All New York State campaigns produce professional photography and video documentation throughout the projection window, with assets delivered in formats appropriate for social media, press use, and internal brand reporting. New York City campaign documentation — shot in front of the city’s iconic architecture, with the urban energy of the city’s streets visible in crowd and environment footage — produces some of the most visually compelling projection campaign documentation AGM captures in any market nationally. Upstate market documentation captures the distinctive architectural character of each city, producing documentation that reflects the campaign’s geographic specificity rather than generic outdoor advertising imagery.
New York City: contact us for a quote. Includes a 20,000-lumen commercial projection system, generator and power solution, electronics bundle, mobility unit, two-person AGM technical crew, and all setup, operation, and breakdown labor.
All other New York State markets (Buffalo, Rochester, Yonkers, and beyond): contact us for a quote. with the same complete technical package as NYC campaigns. Advance location scouting for upstate markets is approximately contact us for a quote. Permitted or private-property locations in any New York State market are Contact us for a custom quote. per night depending on building access and site conditions.
The Weeknd’s YouTube countdown campaign, executed across New York City building facades, represents the entertainment release application of building projection advertising at its most visible. The campaign deployed projections on building walls throughout the city as a physical countdown mechanism, creating images that were documented by pedestrian audiences, photographed by entertainment press, and amplified through social media into a viral pre-release campaign presence that national digital advertising could not have generated at comparable authenticity. The campaign’s success reflected AGM’s operational fluency in the New York City projection environment — the ability to identify the right walls, execute technically, and manage the campaign through a compressed pre-release window without sacrificing documentation quality.
The Biossance Sephora product launch at Union Square demonstrated how brand activation campaigns use building projection advertising to create physical retail environment presence at New York City’s key commercial intersections. Union Square’s position as a transit hub, retail anchor, and pedestrian gathering point — with daily foot traffic from subway commuters, shoppers, and tourists passing through the plaza — gave the projection campaign access to one of the highest-impression outdoor advertising opportunities in the city. The campaign extended Biossance’s in-store retail presence into the outdoor environment, reaching the Union Square audience with brand and product imagery before they entered the store.
| Zone / Area | Peak Hours | Foot Traffic | Est. Nightly Impressions | Best For |
|---|---|---|---|---|
| New York City: Five Boroughs, Unmatched Wall Inventory | 9PM–2AM | Very High | 25,000–120,000 | Product Launch |
| Buffalo: Victorian Brick and Warehouse-Scale Walls in the Rust Belt Arts Capital | 9PM–2AM | Very High | 25,000–120,000 | Event Promotion |
| Rochester: Arts Revival Corridors in a University City | 9PM–2AM | Very High | 25,000–120,000 | Brand Awareness |
| Yonkers: Waterfront Revival on New York City’s Northern Edge | 9PM–2AM | Very High | 25,000–120,000 | Political |
Buffalo, Rochester, and Yonkers are AGM’s primary upstate New York markets. Buffalo’s Allentown Arts District and Larkin District warehouse walls represent the strongest wall inventory in the state outside of the five boroughs. Rochester’s South Wedge and East End corridors have developed sufficient arts district density to support consistent projection campaigns. Yonkers’s Saw Mill River waterfront zone and Getty Square corridor benefit from NYC-adjacent audience demographics and the revitalized physical infrastructure of the city’s ongoing urban transformation. Additional upstate markets — Syracuse, Albany, and others — are serviceable on a campaign-by-campaign basis.
Upstate New York winters — particularly in Buffalo and Rochester, which are subject to Lake Erie and Lake Ontario snowbelt weather — create weather-monitoring requirements for outdoor projection campaigns from November through March. Projection campaigns in these markets during winter months are scheduled with weather flexibility built in: target campaign dates are identified, but execution is confirmed based on short-range weather forecasts. Heavy snow, high winds, and freezing rain are disqualifying conditions for crew safety and equipment operation. Buffalo campaigns from November through March are typically compressed into the most favorable weather windows of each week, sometimes requiring same-week or same-day execution confirmation based on updated forecasts.
New York City campaigns are priced at contact us for a quote. — a special rate for AGM’s home market. All other New York State markets, including Buffalo, Rochester, and Yonkers, are priced at the standard rate of contact us for a quote. The price difference reflects NYC’s unique market positioning and AGM’s operational efficiency in the home market — not a difference in technical package, which is identical across all New York State markets at 20,000 lumens plus complete crew and power infrastructure.
Simultaneous multi-market deployment across New York State requires multiple crew deployments and equipment sets — each market must have its own complete technical package and two-person crew. AGM can coordinate simultaneous campaigns in, for example, Manhattan and Buffalo on the same night, using independent crews staged from the Brooklyn office and from a Buffalo-area staging point. Coordinated statewide campaigns of this type are priced as the sum of the individual market rates, with coordination logistics managed centrally from Brooklyn. The logistical and cost considerations typically favor sequential multi-market campaigns — NYC on Thursday and Friday, Buffalo on Saturday — using a single crew for the full run.
AGM’s permanent New York presence is concentrated in Brooklyn at Industry City, Unit 28. The Brooklyn office serves as the staging point for all New York State campaign deployments, including upstate markets, with crew and equipment mobilizing from Brooklyn for each campaign. AGM does not maintain permanent satellite offices in Buffalo, Rochester, or other upstate markets, but the state’s highway infrastructure and manageable driving distances from Brooklyn make same-day crew deployment to upstate markets practical for most campaign configurations.
New York State’s arts districts — from SoHo and Williamsburg in New York City to Allentown in Buffalo, South Wedge in Rochester, and the Saw Mill River waterfront in Yonkers — share a common characteristic: their audiences are not passive commuters or general shoppers but people who have chosen to be in an arts-oriented environment for its specific character. This self-selection produces audiences with higher visual engagement, higher social media documentation rates, and higher per-impression brand interaction than general outdoor advertising placements reach. New York’s combination of audience quality across multiple markets makes it the state with the highest aggregate projection campaign ROI potential in the country.
New York State is typically the anchor market in national projection campaigns — the market whose documentation drives the broadest press and social media coverage and whose audience reach justifies the strategic position as the campaign’s primary geographic deployment. New York City specifically is the market where projection campaigns generate national press pickup most reliably, because the entertainment and marketing press concentrated in the city covers unexpected outdoor advertising activations as news rather than advertising. National campaigns typically launch in New York before expanding to secondary markets, using the New York documentation and earned media coverage to drive awareness that pre-primes secondary market audiences before projection campaigns arrive in those cities.
Entertainment companies and labels are the most frequent deployers of building projection advertising in New York State — the market’s concentration of entertainment industry infrastructure makes it the natural home for release and launch campaigns. Consumer brands in beauty, fashion, lifestyle, and technology are the second most active category, using New York’s commercial corridors for product launch and brand awareness activations. Advocacy organizations and political campaigns represent a significant and growing category, particularly in New York City where projections in high-traffic areas generate national press attention that amplifies advocacy campaign reach well beyond the local audience.
Yes. New York State’s major venues — Madison Square Garden, Barclays Center, KeyBank Center in Buffalo, Frontier Field in Rochester, and dozens of smaller venues throughout the state — generate predictable high-audience windows for event-adjacent projection campaigns. A campaign coordinated with a sold-out arena concert at MSG, a major sporting event at Barclays Center, or a KeyBank Center event in Buffalo reaches an audience that has already self-selected around the event and is moving through the city’s streets in a heightened social state — conditions that maximize projection campaign impact and social documentation. Event-adjacent campaigns require advance booking to coordinate with confirmed event calendars.
New York City’s density and the established media and advertising ecosystem in Manhattan mean that property access questions are routine for AGM campaigns there. Guerrilla executions from public right-of-way positions are standard for many Manhattan and Brooklyn locations. Permitted executions involving formal building owner agreements are available for locations requiring building access, with costs ranging from Contact us for a custom quote. per night. Upstate New York markets — Buffalo, Rochester, Yonkers — generally have more straightforward access conditions than Manhattan, with more available public right-of-way positions and building owners more receptive to permitted arrangements at comparable or lower cost than NYC equivalents.
Late spring through early fall — May through October — is the optimal campaign window across all New York State markets. During these months, evening foot traffic is consistently high, weather conditions are reliable, and the long daylight hours produce a late but well-defined dusk launch that aligns with the peak pedestrian window in arts and entertainment districts. Summer offers maximum audience volume, particularly in New York City’s outdoor-oriented entertainment districts. Fall is ideal for upstate markets: comfortable temperatures, active arts programming, and high-energy nightlife calendars in Buffalo, Rochester, and Yonkers. Winter campaigns are viable in New York City year-round; upstate winter campaigns require weather flexibility, particularly in Buffalo and Rochester’s snowbelt geography.
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