Why We Let an Influencer Graffiti Our Brand-New Billboard in Utah County
When Pro Lash approached us about their latest billboard campaign along I-15 near Lindon, Utah, we knew it wouldn’t be your average installation. We just didn’t expect them to have influencer Serena Neel pull up and immediately graffiti the fresh vinyl.
Handing over a brand-new display to be spray-painted might sound a little crazy to some. But at YESCO, we love it when a client pushes the boundaries of traditional advertising. From the start, we saw the vision, leaned right in, and got to work.
The buzz on-site was real the day Serena joined our crew. Not only did she get a firsthand look at the heavy lifting behind the installation, but she actually scaled our structure to put her own colorful, personal touch right onto the canvas.
The result? A total showstopper. By transforming a standard billboard into a live, interactive event, the project caught eyes both on the highway and on social media. Serena shared the entire behind-the-scenes experience with her followers, and the campaign exploded on the internet, racking up over 60 million combined views across TikTok, Instagram, and YouTube.
This project proves a billboard doesn’t just have to be passive real estate. Launching the campaign with a live experience turned this spot into a conversation starter that commuters can’t miss.
We live for the challenge of bringing big, boundary-pushing ideas to life. Huge thanks to Pro Lash and Serena Neel for trusting us to make this unforgettable project happen!