Project Versus

What Project Versus does

Project Versus is a small car enthusiast blog operated by Tim and Camden, a father-and-son team based in San Francisco, that has been publishing automotive content since November 2020. The site delivers car reviews, automotive news, and BMW-specific content, with a content catalog of 253 posts as of late 2025 and a specialized library of more than 200 wallpaper designs covering BMW models. The platform is built on Wix, indicating a low-capex, template-based content operation rather than a custom technology stack.

The business model centers on a single revenue stream: ModPixelPrints, an Etsy storefront that sells the team's 4K BMW digital wallpapers and corresponding physical prints. Traffic is sourced through organic content publishing on the Wix blog and a parallel Pinterest presence that generates millions of monthly views, which feeds both readership and Etsy conversion. There is no evidence of programmatic advertising networks, sponsored content deals, affiliate programs, or subscription offerings beyond the Etsy marketplace. The blog operates without disclosed funding, employees beyond the two operators, or enterprise partnerships, consistent with a hobby-scale, lifestyle-driven venture rather than a venture-backed media business.

Name

Project Versus

Legal name

Project Versus

Website

https://projectversus.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Project Versus is a two-person car enthusiast blog based in San Francisco, operated by a father-son team, that monetizes BMW-focused content through an Etsy shop selling 4K digital wallpapers and physical prints.

Ownership category

akta.pro rank

Product category

Automotive Content & Digital Wallpapers

akta.pro primary industry

Automotive & Transportation Magazines (MPAJAEAI)

Keywords

• Automotive content
• Car enthusiast blog
• Digital wallpapers
• Automotive photography
• Car culture content

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Digital Wallpaper Products: Sells digital wallpaper products through Etsy marketplace featuring 200+ high-definition 4K BMW wallpapers for iPhone and Android devices. Products include premium wallpaper sets and individual downloads.
2. Print Products: Sells physical print products through Etsy, including automotive-themed wall art and prints for car enthusiasts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Project Versus is a car enthusiast blog that publishes daily ride features, in-depth owner and photographer spotlights, and detailed articles on performance vehicles such as the BMW M3, M5 Competition, E30 M, and Mitsubishi Evo. The company monetizes the audience by selling a curated collection of 200+ high-definition 4K digital wallpapers for iPhone and Android, along with automotive-themed physical prints, through its Etsy storefront (ModPixelPrints).

Product overview

Project Versus operates a car enthusiast blog that publishes automotive content including vehicle features, photography spotlights, and wallpaper collections. The company sells digital wallpaper products (4K BMW wallpaper collection, Mod Pixel Prints) through their Etsy storefront. The blog serves as the primary content platform while merchandise is distributed via third-party ecommerce.

Differentiator

Problem solved

Functional benefit

Products and services

• 4K BMW Wallpaper Collection A digital wallpaper bundle of more than 200 high-definition 4K designs featuring BMW models, including metallic finishes and dynamic road scenes, formatted for iPhone and Android devices (1080x1920) and sold as digital downloads on Etsy. Targeted at individual car enthusiasts seeking premium car imagery for personal device customization.
• Mod Pixel Prints Shop Etsy storefront offering automotive-themed digital prints and wallpapers for individual car enthusiasts and fans of performance vehicles.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• FiverrminorOthersReferral link to Fiverr services mentioned in blog posts, suggesting use of freelance services for content or business needs.
• EtsycoreChannel Partner/ Reseller/ DistributorEtsy serves as the primary e-commerce platform for Project Versus, hosting their digital wallpaper downloads and physical print products through the ModPixelPrints shop.
• Instagram (@lkr_photography_)minorGTM or Marketing PartnerFeatured photographer on the blog who contributes car photography content. Their work is showcased in blog posts and Mitsubishi Evo features.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• StanceNation: Car enthusiast community and media brand featuring styled builds, owner features, and photography. Directly mirrors Project Versus's featured-rides content model and enthusiast audience.
• Speedhunters: Automotive culture and car photography platform focused on enthusiast cars, builds, and stunning imagery. Comparable content format, audience, and creator-driven editorial approach to Project Versus.
• Bimmerpost: Large BMW enthusiast forum and news site with deep coverage of M3, M5, and E30 content plus active wallpaper/media sharing. Comparable audience overlap and similar vertical (BMW enthusiast media) to Project Versus.
• Petrolicious: Premium automotive enthusiast media brand producing long-form features on car culture, classic cars, and stunning photography. Closely aligned with Project Versus's featured-rides, enthusiast storytelling format.
• BMWBLOG: BMW-focused automotive enthusiast publication covering M-series news, reviews, and lifestyle content. Direct competitor for Project Versus's BMW-anchored content niche and audience of M-car enthusiasts.
• Car Throttle: Car enthusiast media brand producing features on builds, road trips, and owner stories with strong social/community emphasis. Overlaps with Project Versus's featured-rides and community-led GTM motion.

Broad incumbents

• Jalopnik: Large-scale automotive editorial brand covering enthusiast, news, and culture topics at much greater scale. Competes for enthusiast attention and SEO traffic but serves a far broader audience than Project Versus's niche.
• Bring a Trailer: Automotive enthusiast auction platform with strong content and community around enthusiast cars. Overlaps with Project Versus's audience of car collectors and modifiers, though commercializes via auctions rather than content/wallpapers.
• Evo Magazine: Long-running performance-car enthusiast publication producing reviews, features, and photography on cars like the Evo and M-series. Comparable enthusiast-audience and performance-car editorial format, but at much greater scale and with deeper resources.

Emerging players

• DriveTribe: Community-driven automotive platform founded by automotive media personalities, emphasizing tribes/sub-communities and user content. Comparable enthusiast-community and content model to Project Versus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/projectversus7
• Facebookfacebook.com/theprojectversus
• LinkedInlinkedin.com/company/project-versus

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Project Versus