19 CRIMES AUGMENTED REALITY NATIVE APP:  

As part of an ongoing augmented reality campaign for Treasury Wine Estates, Tactic created a series of animated characters for the wine label 19 Crimes for their “Living Wine Labels” AR app, which, when triggered, had the various personas portrayed on the labels begin to speak to the user.  Tactic combined their expertise in character animation and visual effects work with their deep knowledge of mobile augmented reality, and created an integrated experience, which brought the 19 Crimes brand to life, initially in the form of this native application available on the Apple and Android app stores. After millions of downloads and exponentially more sessions by users, where each user picked up a new bottle of wine to see each AR product experience, Tactic migrated the collection, moving the entire portfolio of experiences from the native app to a web-based platform in 2021, where it continued to be viewed by millions, impacting both sales of the brand as well as popular culture in a nearly 8 year continuous run, punctuated by new AR experiences every few weeks!  The 19 Crimes label is modeled upon the history of the founding of Australia as an English Penal colony, and the label depicts various prisoners who were banished to their new fate,... Tactic cast various voice talents to portray these characters and modeled the characters to seamlessly animate from each of the brand's initial signature products, expanding to dozens of products and even more individual AR experiences on each. Now, Tactic leverages generative AI to achieve this, using control nodes to ensure that the direction and aesthetic of the original animations is preserved using these new technologies.