The Challenge
Los Angeles is a city of stories but how do you tell 4 million of them at once? Traditional billboards fade into the background. Brands needed a way to break through the noise, spark real conversations, and make every Angeleno feel seen.
Our Approach
We didn't just put screens on trucks we gave them a voice. By training a custom GPT-based model on local news, trending hashtags, and cultural cues, each truck became a mobile storyteller. As they cruised from Echo Park to Venice Beach, the AI generated headlines that felt like they were written just for you, right there, right then.
- Live data feeds: local news, social media, events, and weather
- Onboard AI crafts headlines in real time, block by block
- Headlines range from witty to heartfelt, always hyper-relevant
- Residents submit their own ideas and see their names in lights
The result? A citywide conversation, with every neighborhood getting its moment in the spotlight.
The Implementation
The campaign launched with a fleet of 12 trucks, each equipped with ultra-high-res LED displays and a custom AI system. As the trucks navigated LA's diverse neighborhoods, the AI pulled in live data and sentiment analysis to craft headlines on the fly. Residents could scan a QR code or tap an NFC tag to submit their own headline ideas and if selected, their names appeared alongside their message as the truck passed through their area.
The Results
- 6,000+ unique headlines generated in 4 months
- Over 18,000 QR/NFC interactions tracked
- Venice, Echo Park, and Boyle Heights led in user submissions
- Real-time heat map visualized truck routes and engagement hotspots
- Brands saw a 37% lift in local brand recall and a 22% increase in social mentions
Beyond the numbers, the campaign turned LA into a living, breathing canvas. People stopped, snapped photos, and shared their city's story. For brands, it was proof that the most powerful message is the one that feels personal delivered at the right place, at the right time.