“What Eli Peer and his team at Allenby Concept House achieved here is a masterclass in guerrilla marketing - taking an idea that felt impossible and making it not only real, but unmissable. The Billy Boman installation challenged conventions around where and how brands show up, and Allenby found a way to turn constraints into impact.” — Shiri Hellmann, VP Brand, Fiverr.

The Challenge

During Oscars Week 2026, Fiverr set out to provoke Hollywood by celebrating an AI Director instead of a traditional one. Installing a 30-foot structure along the 101 Freeway required solving a permitting challenge many believed wasn’t possible.

The Solution

Allenby developed a custom permitting strategy, coordinating approvals across FilmLA, LA Building and Safety, LAPD, LAFD, and the City of Los Angeles.

The Impact

Live for 4 days during Oscars Week, the installation generated immediate attention and global coverage.

1.7B+ PR impressions
50 media articles
12MM+ social impressions
2M+ drivers reached
+66% increase in AI Video searches

Production: under $350K
Permit: under $2K