Brief

American Family Insurance is a Summerfest mainstay, going big every year at the AmFam House activation at the World's Largest Music Festival in downtown Milwaukee. Working with our longtime partners at rEvolution, the brand once again tapped us to give festivalgoers a photo moment worth lining up for — an activation we've proudly returned to build summer after summer.

Solve

We transformed a room into a fully custom photo set, washed in AmFam blue and centered on a custom-built couch made for gathering. Guests piled in, struck a pose, and walked away with a classic photo strip to keep — plus a second strip to add to the community wall, where every guest's photos collected into a growing, shared mosaic of the festival.

Part keepsake, part collective art piece, it's become a Summerfest tradition guests look forward to year after year — right alongside the hundreds of performances spread across the festival's three weekends on the shores of Lake Michigan.