More often than not, a billboard on the side of the road recedes into the scenery. But in the right—or a profoundly wrong—context, it can hold unexpected power. (Remember when Bret Easton Ellis’s nihilistic narrator, glancing up at a Los Angeles intersection in Less Than Zero, confesses, “All it says is ‘Disappear here’ and even though it’s probably an ad for some resort, it still freaks me out a little …”) That sort of impact is what artist Zoe Crosher and non-profit art organization LAND (Los Angeles Nomadic Division) were going for when they launched The Manifest Destiny Billboard Project two years ago. They asked 10 artists to put up billboards in 10 locations along I-10, beginning in Jacksonville, Florida, and ending, this month, in L.A. Here, a few tales from the road.