Instead of tagging his name like other graffiti artists ... The namesake and owner of the gallery, Jeffrey Deitch, first discovered a Sickid billboard while driving on the 101 Freeway.

This is fame-based, notoriety-based graffiti. This is a bunch of humans with huge egos putting their name up so that everyone has to look at it," officer Nate Kirby-Glatkowski told Fox 12.