Outdoor Advertising
Projection Advertising
How to run a successful Projection Advertising Campaign
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What Is Projection Advertising?
Projection advertising uses high-powered digital projectors to display images, video, or animation on large surfaces — building facades, landmark structures, bridges, sidewalks, and more. The result is an oversized, impossible-to-ignore brand moment that commands attention in a way no static format can.
Also known as projection mapping or guerrilla projection advertising, the format lets brands transform any solid surface into a massive canvas. Whether it’s a 20-story building or a city block crosswalk, projection advertising scales to fit the space — and the ambition.
You can think of them as public bulletin boards that swap a different surface for the bulletin board.
Unlike billboards or Wild Posting®, projection advertising has an element of spectacle. People stop. They photograph it. They share it. A well-executed projection campaign doesn’t just reach the people in front of it — it travels.
Fortnite Wall Projection – Berlin
Wall Projection – Los Angeles
Wall Projection- New York
Types of Projection Advertising
Building & Wall Projections
Projection Mapping
Projection mapping takes the format further by precisely aligning the projected content to the contours and architecture of the surface. Text wraps around windows. Animation follows the geometry of the building. The result looks seamless and three-dimensional, creating a visual effect that feels more like an installation than an advertisement.
Guerrilla Projections
Short-duration, high-impact projections placed in unexpected locations — the side of a bridge, the face of a landmark, the wall of a venue during an event. Guerrilla projections are designed to be surprising and shareable. They often run for a single night and generate outsized earned media and social attention relative to their cost.
Sidewalk & Ground Projections
Projections don’t have to go up — they can go down. Ground-level projections on crosswalks, plazas, and sidewalks create immersive experiences at street level and pair well with chalk stencil campaigns or event activations.
Benefits of Projection Advertising
Scale and Visibility
A building-sized projection is visible from blocks away. There’s no ad format in outdoor advertising that competes on sheer visual scale — not billboards, not wild posting, not murals. When you need to make a statement in a market, nothing does it faster.
Built for Social Media
Projection advertising is one of the most photographed and shared formats in outdoor marketing. The novelty of seeing a brand message light up a landmark at night drives organic social sharing that extends the campaign’s reach far beyond its physical location.
Precision Timing
Projection campaigns can be placed with exact timing around events, launches, and cultural moments. Running a single-night activation the night before a product drops, a concert, or a major event puts your message in front of exactly the right audience at exactly the right moment.
Earned Media Potential
A projection campaign that lands in the right place at the right time gets written about. We’ve seen projection activations covered by local press, entertainment media, and national outlets — turning a one-night campaign into days of coverage.
Creative Flexibility
Static image, looping video, full animation, 3D mapping — the format accommodates almost any creative direction. Brands often come to us with ideas they assume aren’t feasible and leave with a campaign that exceeds what they imagined.
Afterpay Wall Projection New York Fashion Week
Louder than Life Wall Projection
Projection Advertising Cost
Compared to a billboard in a major market — which can run $15,000–$30,000 for four weeks — projection advertising offers a concentrated, high-impact alternative for brands that want to show up big without a long-term media commitment.
How Long Does a Projection Campaign Take?
Projection advertising takes more lead time than formats like Wild Posting or chalk stencils. From concept to execution, expect two to six weeks for a standard campaign. That time covers location scouting, permitting (required in many cities), creative production, equipment logistics, and installation.
We handle all of it. DASH TWO manages every element of the campaign — you bring the creative vision, we handle everything on the ground.
PanCAN Wall Projection New York City
Wall Projection in Los Angeles
Wild Posting® — Duolingo
Some of the most memorable projection campaigns in recent years:
Projection advertising performs best in dense urban environments with high foot traffic and light-colored, large-surface architecture. Cities we regularly work in include Los Angeles, New York, Chicago, Miami, Las Vegas, Boston, San Francisco, and Nashville.
In Los Angeles, ideal surfaces exist across Downtown, Hollywood, West Hollywood, and Venice. In New York, neighborhoods like SoHo, the Meatpacking District, Midtown, and Brooklyn offer prime building stock with the right audience density.
The best locations combine strong sightlines, pedestrian volume, and surfaces that hold a projection cleanly. We scout and secure locations as part of every campaign.
Who Uses Projection Advertising?
Projection advertising works best for brands with something to announce — a product launch, an album or film release, a major event, or a brand moment that deserves a stage. It’s particularly effective in music, entertainment, fashion, tech, and nonprofit campaigns where cultural impact matters as much as reach.
If you’ve already run wild posting or billboard campaigns and want to level up, projection advertising is a natural next step. It gives you the spectacle that static formats can’t.
Wall Projection New York City
Wild Posting® — MLB
Ready to light up a city? Tell us where, when, and what you want to say — we'll handle the rest.
Start Your Projection Campaign today
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Digital and Outdoor Advertising Agency. Expertise in the science of digital and the art of the outdoor.
214 S. Locust St. #200
Inglewood, CA 90301
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