AFL 70’s AI photobooth

IF YOU COULD TRAVEL BACK TO THE 1970’S, WHICH FOOTY PERSONA WOULD YOU EMBODY?

Client

Location

Melbourne

→ The re-vamped AFL Grand Final Village became a premium experience where diehard footy fans come together to celebrate the Grand Final with exclusive entertainment, food and drinks.

Together with Seeker Agency, we created an AI photobooth that transported footy fans back to the 70s.

Approach →

AFL has always been more than a sport: it’s a uniting force that has brought people together for over a century.

We set out to celebrate the many personalities that have made the game so great over the years.

What kind of personality are you? Take the quiz to find out.

We delved into local government reports to identify countries with the strongest presence in Maribyrnong's migrant communities, settling on a diverse set of countries while acknowledging and paying tribute to the Traditional Owners of the land. From there, we then selected natural scenes that best represents each country.

We took a trip back in time with AI.

We wanted the generated images to have a playful flair that would be nearly impossible to recreate in a modern photoshoot. The 70s theme felt like the perfect fit — adding that sense of fun we were after, while also nodding to the AFL’s long history. It brought together the charm of the era, from retro guernseys and patterned suits to film-grain textures and warm, nostalgic tones, to create images full of personality.

When fine-tuning the AI system, we placed strong emphasis on staying true to the AFL game and its fans. ‍

A lot of hours went into tweaking the prompts to make them robust across every generation, ensuring key details like the AFL trophy, vintage guernseys, and medals were accurately preserved. The goal was to recreate the images that truly represent footy and the people who love the game.

Personas from left to right: premiership coach, footy player and Brownlow medal winner.

Experience →

On Grand Final day, fans dropped by our AI photobooth inside the Village. They filled in a few quick details and a short quiz on the kiosk to kick start the experience.

We asked lighthearted questions about their values and how they’d act in moments like game day or at a BBQ to get a sense of who they are, then paired them with one of four 70s-inspired AFL personas.

Soon, phones started buzzing as people received their photos, followed by laughter and excitement across the village. It quickly became a crowd favourite.

Each final output came with a personalised overlay featuring the fan’s name and a fun twist for every persona, inspired by vintage newspaper layouts, VHS, and collectible footy cards from all 18 clubs. Fans loved seeing themselves reimagined through AI in such a playful and authentic way.

Bring your audience into the story with AI photobooths.

Let’s chat about how we can tailor it for your brand.

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