American Family Magic of Lights

Evolve was hired by AmFam’s activation agency to concept, design, fabricate and produce a centerpiece environment for the company’s new marquee sponsorship of Summerfest. Originally a 50’x50’ multi-pod structure in 2017, this footprint has now doubled in size and has traveled beyond Summerfest to engage fans at Lambeau Field, AmFam Field and the AmFam Championship in Madison. With each year of activation, the interior of the House gets an environmental overhaul, incorporating a new mix of activations, both digital and analogue, along with branding and graphic resets. We converted this summer house into a Northwoods Lodge for AmFam's sponsorship of the Magic of Lights festival that operated for 45 days Nov-Jan 2021.