American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
AGM has executed real campaigns in Austin and the DFW area. Large-scale building projections for brands ready to show up across Texas’s biggest markets — powered by a 20,000-lumen commercial system and operated by AGM’s own technical crew.
Texas isn’t a market American Guerrilla Marketing is approaching blind. We have documented campaign history here — real activations executed by our own crew, in Texas cities, using AGM’s commercial projection equipment. Before we get into what a Texas projection campaign can look like for your brand, it’s worth establishing what we’ve already done on the ground.
Two direct Texas campaigns sit in AGM’s production record. One ran in Austin’s entertainment district. One ran in the DFW area in connection with a major college football bowl event. Neither was outsourced to a regional subcontractor. In both cases, AGM’s technical team managed scouting, logistics, setup, operation, and breakdown. That’s what it means to have a Texas operational footprint — not a map with potential cities on it, but documented deployment history across two distinct markets.
AGM produced a guerrilla projection campaign for the WakeUp Coalition in Austin’s entertainment district. The campaign deployed AGM’s 20,000-lumen projection system against warehouse walls in Austin’s nightlife corridors, delivering mission-driven messaging during peak evening hours when foot traffic was densest. Austin’s entertainment zone — particularly the blocks surrounding the live music venues and late-night bars that define the city’s identity — provided ideal projection conditions: large, unobstructed masonry surfaces, minimal competing signage, and an audience already in a receptive, outward-facing state of engagement. The WakeUp Coalition activation is documented Austin deployment. AGM scouted the surfaces, confirmed sightlines and ambient light conditions on the ground, mobilized equipment and crew, and executed the campaign on schedule.
In the DFW metro, AGM produced a projection campaign for the Mizzou × Cotton Bowl partnership in Arlington. The Cotton Bowl is one of college football’s most-watched bowl game events, and Arlington — home to AT&T Stadium and Globe Life Field — is the state’s premier sports and entertainment venue city. During major bowl events, the city’s entertainment corridors fill with out-of-town fans, media, brand activations, and commercial energy that makes it one of the highest-attention outdoor advertising environments in the country. AGM’s campaign put large-format building projections into that environment, competing for attention in a media-saturated space and winning it through sheer scale. The Cotton Bowl execution is proof of AGM’s capacity to coordinate around major Texas events, operate in the DFW metro, and deliver projection campaigns under the logistical pressure of a high-profile national event.
AGM has operated in Austin and the DFW area — real campaigns, real crew, real surfaces. Whether you're planning a single-city night in Dallas or a four-market Texas activation, the conversation starts here.
Select a city to explore Guerrilla Projections opportunities.
Texas holds three of the fifteen largest cities in the United States by population, and each of those cities — Dallas, Houston, San Antonio — operates as a distinct, fully developed advertising market with its own demographic profile, economic base, and physical urban environment. Add Austin, the state capital and one of the fastest-growing cities in the country, and you have four major metros within a single state, each capable of supporting a full guerrilla projection campaign with no overlap in audience or urban geography.
The physical environment across Texas’s urban cores is well-suited to projection advertising. Arts and entertainment districts in all four cities carry significant quantities of blank industrial and commercial building stock — former warehouses, converted manufacturing facilities, large-footprint commercial buildings — that provide the unobstructed wall surfaces a 20,000-lumen projector needs to produce clean, visible imagery at scale. These surfaces aren’t part of conventional outdoor advertising inventory; they can’t be bought through a billboard broker. They’re accessible through the combination of scouting knowledge, property access negotiation, and permitting strategy that defines AGM’s pre-campaign process.
Texas’s climate is also operationally favorable. Warm temperatures extend the viable outdoor projection season beyond what’s possible in northern markets. Dusk-to-midnight operating windows — the core hours for guerrilla projection campaigns — are viable year-round across most of Texas. Ambient humidity and temperature conditions that affect projector performance are more stable and predictable than in cold-weather markets, which simplifies logistics and reduces equipment risk.
The state’s highway infrastructure supports multi-market Texas campaigns. Running sequential projection deployments in Austin, Dallas, Houston, and San Antonio within a single campaign window is operationally achievable with proper advance planning. For brands seeking to establish simultaneous presence across the Texas market, a coordinated multi-city deployment is a real option.
Austin’s brand environment is defined by two parallel economies: one built on live music, nightlife, and cultural tourism; the other built on a rapidly expanding technology sector anchored by corporate campuses for Apple, Dell, Tesla, Google, and dozens of high-growth startups. Both economies produce audiences and brand contexts well-suited to guerrilla projection. AGM’s WakeUp Coalition campaign operated in Austin’s entertainment district, giving the team direct knowledge of how foot traffic moves through Austin’s venue-dense corridors at night, where surfaces carry the most visual impact, and how ambient light conditions in different Austin neighborhoods affect projection quality. The Red River Cultural District is the highest-value projection corridor in the Austin market — blank warehouse facades, dense nighttime crowds, and a visual culture that makes large-format wall projections feel like a natural part of the street environment rather than an interruption.
Dallas is Texas’s business headquarters city, home to more Fortune 500 corporate headquarters than any other Texas metro. That corporate density creates a brand environment where projection campaigns can reach professional audiences, business travelers, and the dense restaurant-and-entertainment districts that develop around corporate urban centers. Dallas’s arts and entertainment scene — Deep Ellum, the Design District, Bishop Arts, Uptown, Trinity Groves — provides diverse projection surfaces across multiple neighborhood identities. Deep Ellum is the standout: former industrial buildings with long blank brick facades, an active live music and nightlife ecosystem, and a creative audience that documents and shares what it encounters on the street. AGM’s Mizzou × Cotton Bowl campaign in nearby Arlington demonstrates established DFW-area operational capacity.
Houston is the fourth-largest city in the United States and the global center of the energy industry — a market where the brand landscape includes energy majors, engineering firms, healthcare systems, and the financial infrastructure that supports them. The city’s scale and spread-out geography mean that projection placement decisions matter more than in denser cities; getting the right district and the right surface is essential to reaching a meaningful concentration of audience. Midtown Houston’s restaurant and entertainment corridor, the First Ward arts district, the Montrose cultural zone, EaDo’s emerging creative scene, and the Heights entertainment corridor all provide projection-ready surfaces and the nighttime pedestrian traffic to justify them. AGM’s dual-layer scouting process — digital analysis backed by physical on-the-ground reconnaissance — is built specifically for markets like Houston, where surface quality and audience density aren’t always obvious from satellite imagery alone.
San Antonio’s economic identity is built on tourism, military installations, and healthcare — a combination that produces a consistent flow of visitors alongside a local culture shaped by deep historical identity and strong arts engagement. The Pearl District, developed from the former Pearl Brewery complex, is the city’s premier arts and dining destination: a former industrial site now populated with acclaimed restaurants, a Saturday farmers market, cultural programming, and hotel developments that keep the area active seven days a week. The site’s retained brewery and industrial architecture provides projection surfaces of exceptional quality — large blank masonry walls that face active pedestrian plazas and walkways. Southtown’s arts district, the Blue Star Arts Complex, the River Walk’s arts corridor, and the Five Points arts area add additional options for campaigns targeting San Antonio’s engaged nighttime audiences.
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
Hours
Mon - Fri: 9 AM - 5 PM
Sat & Sun: Closed
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.
Brands entering Texas markets — or launching new products to existing Texas audiences — use building projection to generate genuine street-level presence that can’t be ignored, scrolled past, or ad-blocked. A 20,000-lumen projection on a warehouse wall in Deep Ellum or the Red River Cultural District reaches everyone moving through that corridor during the campaign window.
Organizations with a public message use guerrilla projection to deliver that message at a scale that no digital platform can replicate. AGM has produced campaigns for Reproductive Freedom for All and the Women’s March — mission-driven activations that required large-format physical presence to match the scale of the message. The same approach is available for advocacy organizations operating in Texas markets.
Texas’s sports culture — Cowboys, Astros, Spurs, Longhorns, Aggies, major bowl games, NASCAR, PGA events — creates event windows where brand activations compete for the attention of captive, high-energy audiences. Projection campaigns near stadiums, in entertainment districts before and after major events, and during the peak nights of major Texas festivals reach audiences already in a heightened state of attention.
Album releases, tour announcements, streaming premieres, and film marketing campaigns use Texas’s live music culture — particularly Austin’s — as a natural backdrop for projection activations. Projecting tour visuals on warehouse walls in Austin’s Red River District or Dallas’s Deep Ellum during the nights those venues are most active creates organic, shareable visual moments that extend reach beyond the immediate audience.
Companies expanding into Texas, repositioning their identity in a competitive market, or establishing physical presence to supplement digital campaigns use building projection to establish visibility quickly. A single projection night in the right district can put a brand’s imagery in front of thousands of viewers who would never encounter it through conventional media channels.
Houston’s energy industry creates a unique B2B brand environment where projection campaigns in the right professional neighborhoods can reach executives, engineers, and decision-makers who are equally present in the city’s arts and entertainment zones after hours. Projection campaigns bridge the gap between B2B brand awareness and the physical city in a way that trade publications and conference sponsorships cannot.
AGM’s operational process follows the same rigorous structure across all Texas markets, adapted to the specific conditions and dynamics of each city and district.
Every Texas projection campaign begins with a detailed briefing. AGM needs to understand the campaign objective, target audience profile, geographic priorities, timing requirements, and creative direction before any scouting begins. That briefing conversation shapes every subsequent decision — city selection, district focus, surface type, date windows — and ensures that the operational plan serves the campaign’s actual goals rather than defaulting to the most convenient available surfaces.
AGM runs a two-layer scouting process that is one of the clearest differentiators between a professional guerrilla projection operation and a camera-rental-plus-a-projector setup. Digital scouting uses satellite imagery, street-level mapping tools, and AGM’s proprietary analysis methodology to identify candidate surfaces within a target district. Physical on-the-ground scouting — conducted by AGM’s national scouting team in person — validates every candidate surface for texture quality, ambient light conditions at night, sightline geometry, pedestrian traffic flow timing, and deployment logistics. What looks like a perfect wall from a satellite image can fail as a projection surface for a dozen reasons that only a physical scout reveals. Advance location scouting for Texas campaigns is available at approximately contact us for a quote.
Texas municipalities approach outdoor projection differently, and the permitting landscape within each city varies by district and location type. AGM advises on the permitting strategy for each campaign, identifies the lowest-friction path to the highest-quality location, and manages the permitting process as part of the agreed campaign scope when required. Permitted and private-property locations add Contact us for a custom quote. per night, a cost that is disclosed and agreed before any commitment to a specific site.
AGM’s standard Texas deployment package includes the 20,000-lumen commercial projection system, a generator and full self-contained power solution, a complete electronics bundle, and a mobility unit that allows repositioning when campaign conditions require it. The two-person AGM technical crew handles all setup, alignment, content sequencing, and operational management through the projection window, then executes a clean breakdown. Projection begins at dusk, with a typical operational window of four to six hours. The client is never responsible for managing technical details on the campaign night — that’s exclusively AGM’s role.
After every Texas campaign, AGM delivers GPS-documented location analysis and a post-campaign report that provides a verified, documented record of the activation — including the surfaces used, deployment timing, geographic data, and photographic documentation. That record supports internal reporting, press coverage, and the social media content that extends a projection campaign’s reach well beyond the audience who witnessed it in person.
The standard rate for guerrilla projection campaigns across all Texas markets is contact us for a quote. . That rate covers everything required to execute the campaign: the 20,000-lumen commercial projection system, generator and self-contained power solution, complete electronics bundle, mobility unit, and a two-person AGM technical crew for full setup, operation during the projection window, and complete breakdown. Projection begins at dusk with a typical run of four to six hours. Multi-night runs are available and recommended for brands seeking to build cumulative reach within a Texas market.
Advance location scouting — covering both digital analysis and physical on-the-ground reconnaissance — is available at approximately contact us for a quote. . This fee covers the full scout, documented in a location report that informs final site selection and campaign planning. For campaigns at permitted or private-property locations, location costs typically add Contact us for a custom quote. per night, depending on the specific property and the access arrangement required. All location-related costs are disclosed before any commitment is made.
Multi-city Texas campaigns covering two, three, or all four major markets are quoted on a campaign basis, factoring in logistics coordination across markets. Contact AGM to discuss the scope and pricing of a multi-city Texas activation.
American Guerrilla Marketing has been recognized with a Best of Brooklyn award for production quality and operational excellence. Our scouting team combines digital analysis with physical on-the-ground reconnaissance — meaning every surface selected for a campaign has been validated in person, not just confirmed on a map. Our technical crew consists of AGM’s own employees, not subcontractors assembled for individual jobs. That distinction matters in every market, but especially in a state as geographically large as Texas, where logistics management and crew reliability directly determine whether a campaign executes on schedule or loses the night.
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.
AGM’s client record spans industries and campaign types: Biossance, The Weeknd, the US Marine Corps, Women’s March, Reproductive Freedom for All, and YouTube have all engaged AGM for large-format projection activations. That range — from consumer beauty brands to government organizations to advocacy campaigns — reflects a team that can manage diverse creative and operational requirements without defaulting to a one-size-fits-all approach. In Texas, that versatility matters: Austin, Dallas, Houston, and San Antonio are four genuinely different cities with different audiences, different physical environments, and different brand cultures. AGM’s process is built to adapt to each of them.
| Zone / Area | Peak Hours | Foot Traffic | Est. Nightly Impressions | Best For |
|---|---|---|---|---|
| Austin | 8PM–12AM | Moderate | 2,500–12,000 | Product Launch |
| Dallas | 8PM–12AM | Moderate | 2,500–12,000 | Event Promotion |
| Houston | 8PM–12AM | Moderate | 2,500–12,000 | Brand Awareness |
| San Antonio | 8PM–12AM | Moderate | 2,500–12,000 | Political |
Yes. AGM has executed campaigns in Texas directly — the WakeUp Coalition activation in Austin’s entertainment district and the Mizzou × Cotton Bowl projection in Arlington in the DFW metro. Both campaigns were executed by AGM’s own technical crew using AGM’s commercial projection equipment. Texas is an established operational market for AGM, not a new territory being pitched prospectively.
Yes. AGM has the logistical capacity to coordinate projection deployments across Austin, Dallas, Houston, and San Antonio within a single campaign window. Multi-city runs require advance planning — typically six to eight weeks of lead time — to allow scouting, permitting, and equipment logistics to be coordinated across all markets. Multi-city campaigns are quoted on a campaign basis; contact AGM to discuss scope and timeline.
The legal and regulatory landscape for outdoor projection varies by Texas city and by specific location type within each city. Some projection activations operate in ways that don’t require advance permitting; others, particularly those targeting private-property or semi-public locations, require property owner agreements or municipal permits. AGM evaluates the permitting environment on a campaign-specific basis and will advise on the strategy and associated costs before any location commitment is made.
Texas projection clients span a wide range of industries: consumer brands launching into Texas markets, energy-sector and B2B companies seeking visibility outside conventional business channels, sports franchises and event sponsors building around stadium event windows, advocacy and nonprofit organizations with large-scale public messaging campaigns, music labels and streaming platforms activating around Texas’s festival and live music calendar, and retail and fashion brands seeking physical market presence in specific Texas cities. The shared requirement is a need for large-format, unignorable visual presence in a defined geographic area.
AGM runs a dual-layer scouting process. Digital scouting — using satellite imagery, street-level mapping, and proprietary analysis tools — identifies candidate surfaces within a target district. Physical on-the-ground scouting by AGM’s national scouting team validates those candidates in person, checking surface texture, ambient light levels at night, pedestrian traffic timing, sightline geometry, and deployment logistics. For Texas campaigns, advance scouting is available at approximately contact us for a quote. and produces a documented location report that informs final site selection.
Every AGM Texas deployment includes a generator and a self-contained power solution as part of the standard equipment package. The system does not rely on external building power hookups, which means AGM can operate in locations where power access isn’t available or practical — including the industrial and warehouse district surfaces that often represent the most visually compelling projection opportunities in Texas cities.
Texas’s climate is generally favorable for outdoor projection work. Warm temperatures extend the viable projection season and reduce cold-weather equipment variables. Rain, high humidity, or fog can affect projection clarity and are factored into campaign planning. AGM monitors weather conditions in advance of every campaign night and has contingency protocols for weather-related adjustments. For campaigns with inflexible timing, AGM advises on weather risk and backup planning during the pre-campaign briefing phase.
AGM’s 20,000-lumen commercial projection system is capable of filling multi-story building facades — the full side of a former warehouse, a large commercial building wall, an industrial surface spanning several floors. The practical limit is determined by available throw distance from the deployment position and ambient light conditions at the target surface. AGM’s scouting process identifies surfaces where the equipment output produces clear, high-contrast imagery at the target scale. For specific surface dimensions, contact AGM to discuss the feasibility for your target location.
For campaigns tied to specific events — a product launch date, a major sports event, a festival window — four to eight weeks of lead time is the minimum recommended. Peak event periods in Austin (SXSW, Austin City Limits Music Festival), Dallas (Cowboys home games, major bowl windows), and Houston (major conventions, Rodeo Houston) can fill capacity quickly. Campaigns with flexible timing can sometimes be expedited, but advance notice always produces better location options and cleaner logistical outcomes.
Traditional outdoor advertising in Texas — billboards, transit placements, digital screens — occupies fixed, pre-inventoried locations that any brand can buy before or after yours. Guerrilla projection is temporary, location-specific, and entirely outside conventional outdoor inventory. It can appear on surfaces that standard outdoor advertising can’t access, it creates a visual event rather than a passive placement, and the photography and video it generates extends its reach through social media documentation well beyond the people who witnessed it in person.
Yes. Every Texas campaign is followed by GPS-documented location analysis and a post-campaign report providing a verified record of the activation — surfaces used, deployment timing, geographic data, and photographic documentation. That report is useful for internal stakeholder reporting, press coverage, and as the foundation for social media content that extends the campaign’s reach after the projection night itself.
AGM has a demonstrated record of producing advocacy projection campaigns — including work for Reproductive Freedom for All and the Women’s March — for organizations whose primary asset is a message rather than a marketing budget. Campaign structure, timing, and scope can be calibrated to match available resources. Contact AGM to discuss what a campaign scope looks like for your organization and budget parameters.
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.
