Billboard Stories

A dying town launches a rebranding campaign that no one seems to be running. The billboards appear overnight. The slogans don't explain themselves. A diner waitress says nobody puts them up, and nobody takes them down. A couple arrives expecting ironic tourism and finds something closer to a live experiment. Beauchêne doesn't ask visitors to believe anything. It only asks them to stay. To notice. To participate. What begins as small-town decay becomes a slow, sideways unraveling... murals that feel instructional, civic programs that behave like dares, and a town that seems increasingly aware of the people passing through it. A surreal, slow-burn satire about American decline, anti-branding, and the strange comfort of entropy. Meaning doesn't collapse here. It rebrands. Entropy is a vibe. Decline tastes like caramel. Welcome to Beauchêne. You're here now.

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