Brisbane, Sydney & Melbourne
Australia
Every December, every hotel posts the same tinsel montage, and every thumb scrolls straight past it. QT wanted an advent calendar instead — one giveaway a day, spa scrubs to wedding venues — built on a simple piece of misdirection: what if the post itself looked like it was coming apart? Not an ad in the feed. The feed, apparently breaking.
So we built the illusion into the frame. Each film is a designed feed mockup — the Instagram UI baked into the picture, the post as the canvas, the film staging its escape inside it. Balloons crowding a hotel stay. A bouquet thrown straight to camera. A cabin takeover for a crowd of mates. All shot native 9:16 and framed inside the post itself, so the caption gets to land the joke.
Nine doors, one format, one hashtag — #QTLife. The frame holds still while the prize changes, so the reveal does all the work and the double-take does the selling. Nobody opens this calendar; they scroll it, one door a day, waiting for the feed to lie to them again. Nine films later, the feed is the calendar.