The folks at Nasty Gal hired a massive billboard to promote Sophia Amoruso’s upcoming Portfolio title #GIRLBOSS on California’s 10 Freeway in Desert Hot Springs. The billboard is at the entrance to Coachella Valley, approximately 110 miles from Los Angeles at the north end of Palm Springs. It faces West, so will hit virtually every car going to the Coachella Music Festival (April 11, 12, 13, 18, 19 and 20) and those going to the Stagecoach Music Festival (April 25, 26, 27). This is approximately 250,000 unique eyeballs from those two festivals alone, with a repeat total count of over 650,000. The billboard went up Monday and will be in place through April 28. #GIRLBOSS author Sophia Amoruso will also be speaking at Fast Company’s Innovation Uncensored event on Thursday (4/10).