Last month, our own Matti Yahav pulled off one of the boldest marketing moves we’ve seen in a while.

Fiverr erected a 30-foot hillside installation overlooking LA’s 101 Freeway – spelling out the name of AI video director Billy Boman in letters 230 feet wide, right next to the Hollywood Sign. It stopped traffic. Literally. And it made a statement no press release could.

The message: the gates of Hollywood are open. Independent AI directors are already delivering cinema-quality work for Google, Universal Music Group, Hugo Boss, and Klarna – faster, leaner, and at a fraction of the cost. Fiverr’s new AI Video Hub puts brands in direct contact with this new class of creators.

This is what happens when a CMO uses culture to make a business argument nobody can ignore.