Custom 3d Billboard design

Executive Summary

To break through the visual clutter of Southern California’s auto market, Riverside Metro Auto Group partnered with NPARALLEL + Atomic Props to create a billboard unlike anything else on the highway. The result? A massive, custom-built license plate frame measuring 48 feet wide by 20 feet tall that fully wrapped an existing billboard structure—turning a standard outdoor ad into a larger-than-life automotive statement. As the first full build to come out of our new fabrication facility, the project was a milestone in more ways than one.

Business Challenge

Riverside Metro needed to replace an existing billboard installation that had been fabricated by a now-defunct vendor. The original frame was no longer functional, and the team wanted a bold, fresh solution that would stand out, capture attention, and feel authentically “automotive.”

There were a few key hurdles:

Timeline: The project needed to be turned around quickly to meet campaign deadlines.
Engineering Constraints: The new structure had to integrate seamlessly with the pre-existing billboard support system.
Durability Needs: With Southern California’s sun, wind, and weather, the frame had to be built to last.
Visual Impact: The final design needed to feel like one unified object—not just an overlay on an existing sign.

Goals & Objectives

Create Impact: Make the billboard itself feel like a singular, enormous California license plate.
Accelerate Delivery: Execute the entire project—from concept to installation—on an aggressive timeline.
Build with Longevity in Mind: Use durable materials and fabrication techniques that would stand up to the elements.
Showcase Internal Capabilities: Leverage our new fabrication facility, including the metal shop, paint booth, and graphics team, to handle the full build in-house.

Our Solution

We approached the project with a mix of precision engineering and bold creative intent. Our internal teams collaborated across design, fabrication, and installation to ensure the final product met every need—visually and structurally.

Design & Engineering
First, we reverse-engineered the billboard’s existing structure to ensure perfect integration. Our design team created a frame that gave the illusion of a giant license plate, complete with embossed-style details and a cutout that perfectly framed the ad content.

Fabrication
The frame was custom built in our new metal shop using high-durability materials engineered for outdoor use. Our team welded and assembled the massive components on-site, ensuring precise alignment and structural integrity.

Finishing & Graphics
In our brand-new paint booth, the frame received a crisp, automotive-grade finish to match the look of a real license plate—scaled up 10x. Meanwhile, our in-house graphics team printed custom vinyl elements to mimic the lettering and detailing found on actual plates. The result was a seamless, high-fidelity visual effect.

Installation
The frame was transported and installed on-site with careful coordination. Our team worked closely with the billboard’s structural team to ensure safety, alignment, and weatherproofing. The final piece wrapped around the billboard like a glove, giving the illusion that the billboard itself was the license plate.

Results

A True Showstopper: The billboard now commands attention day and night, delivering on Riverside Metro’s vision of a bold, brand-forward message that stands out in a sea of sameness.
Proven Performance: The license plate design has generated significant local buzz and positioned Riverside Metro as a brand that goes bigger—literally and figuratively.
Internal Milestone: This was the first full project completed using our new in-house metal fabrication, paint, and graphics facilities. From start to finish, the build proved our ability to deliver integrated solutions under one roof with speed, precision, and creativity.
Brand Differentiation: Unlike traditional outdoor advertising, this build elevated Riverside Metro’s brand into something sculptural, immersive, and instantly recognizable.

This project wasn’t just a billboard—it was a bold brand gesture built at scale. By turning a traditional media placement into a 3D experience, we helped Riverside Metro stand out in one of the most competitive markets in the country. And with this first full build in our new facility, we also proved that when everything comes together under one roof, the possibilities are just bigger.