Ad of the Day: The Rolling Stones return features 109 billboards on Sunset Boulevard

The story begins decades ago, back in the late 60s when LA had a huge rock billboard scene. This was before the MTV era of music videos, of course. A few independent minds in the music industry posted giant, temporary monuments to rock icons that said it all. Larger than life, hand-painted homages that would chronicle rock forever.

Today, these out-of-home (OOH) activations have made way for digital screens showcasing brand campaigns, but a seed was planted for Rousselet. He wanted to bring The Stones to life using archive footage from live gigs, old videos and album iconography. Each scene would be placed on top of a sun-soaked billboard while Sidney Sweeney rides in a vintage car singing along.

On the project, the director said: “A music video idea that I’ve always wanted to make and kept closely guarded, waiting for a track like Angry to show up! And it’s the Rolling Stones for fuck sake”.

Rousselet designed all 109 billboards himself alongside the team at Black Kite.

Matthew Fone, executive producer and owner of Riff Raff, added: “As soon as Francois said, “Don’t worry, it’s not that complicated to do”, I knew it would be the total opposite but when you have an idea so good, you put everything into it”

Angry is the first single of band’s new album titled Hackney Diamonds.