Brief

Every year, American Family Insurance goes huge for their major sponsorship of Summerfest, the biggest music festival in the world! Working with our longtime partners at rEvolution, AmFam once again asked us to give festival-goers a photo moment worth lining up for at their AmFam house in downtown Milwaukee.

Solve

This year we created a fully custom Photo Booth, washed in AmFam blue and centered on a custom-built couch. Guests piled in, struck a pose and walked away with a classic photo strip — plus a second strip to add to the community wall, creating a shared mosaic of the festival.

Part keepsake, part collective art piece, our AmFam booth has 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.