Christmas, Westfield
gloriously awkward this year
The family photo, reimagined for all the wrong reasons.
Westfield wanted a Christmas activation that cut through the noise of the retail season. The brief called for something guests would actually seek out — and share. Awkward Family Photos gave them a reason to stop, sit down, and commit to the bit.
A fully dressed set. A photo booth built in. One very committed crowd.
HeyOK designed and installed a custom retro living room environment — shag carpet, striped wallpaper, vintage couch and all — with a photo booth integrated directly into the set. Guests selected props, took their shot, and walked away with a physical print in a branded retro frame. The whole thing ran across Westfield Brisbane and Westfield Carindale.
1,032 prints. 998 shares. Six days.
The activation ran for six days across two Westfield locations and generated strong throughput without any paid amplification. Physical prints drove social sharing organically, with nearly one share per print produced.
Every detail sold the bit.
The set wasn't a backdrop — it was a room. Orange shag carpet, wood panelling, landscape paintings, a floor lamp, and a fully decorated Christmas tree. Guests stepped into the scene rather than posing in front of it.
Set design meets photo technology.
The photo booth was integrated directly into the custom set, keeping the experience clean and the aesthetic intact. Guests didn't interact with a kiosk — they interacted with the room. Output design matched the era, with a retro gold border, Westfield branding, and a custom hashtag printed on every photo.
Props were curated to match the decade — reindeer headbands, novelty glasses, ugly Christmas sweaters — giving every group something to work with and a reason to share.
Custom Set + Integrated Photo BoothThe output.
Custom retro-framed photo prints with Westfield branding and location-specific hashtags.
On the floor at Westfield.
What we delivered.
- Activation TypeCustom photo booth set integration
- Set DesignFull retro 1970s living room environment
- Physical Output1,032 branded retro-framed prints
- Digital Output998 social shares via instant digital delivery
- Props & StylingCurated Christmas prop suite — sweaters, headbands, novelty glasses
Event details.
- ClientWestfield
- EventAwkward Family Photos
- ActivationCustom
- LocationBrisbane & Carindale
- Duration6 Days
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