California billboards promote tourism by showing the landscape behind the ads

Desert X instalment in California

An artist is sprucing up California billboards by having them align with the local landscape if viewed from the right perspective.

The installations, spotted by Adweek, were created to draw attention away from advertisements to the wider world, all part of a project called ‘Desert X’.

The unique outdoor advertising drive has touched down in several places in California is promoted thusly on the dedicated website: “In a cinematic experience animated by driving along Gene Autry Trail, viewers will encounter a series of billboards featuring photographs of the very mountains towards which they are heading.

“In the language of billboard advertising this kind of reading is referred to as a Burma-Shave after the shaving cream company of the same name who used sequential placement to create messaging that could be read only from a moving vehicle.

“Within the desert empire of roadside signs, Bolande chooses to advertise the very thing so often overlooked. Looking up at the billboards our attention is drawn back to the landscape itself.”

The group is dedicated the displaying the beauty of the desert and has held several unique exhibitions doing so in the region. Check out more work from the group on their Facebook page.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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