CASE STUDY

19 Crimes

Tactic's AR apps top beverage charts.

For Treasury Wine Estates, Tactic developed the "Living Wine Labels" AR campaign, bringing 19 Crimes’ historical personas to life through expert character animation and VFX. This eight-year run transitioned from a native app to a web-based platform in 2021, reaching millions of users.

Expanding the ecosystem, Tactic recently created limited-edition Halloween experiences featuring NBC/Universal’s Dracula, Frankenstein and other famous creatures. Accessible via QR codes, these labels "revive" the iconic monsters, with proximity-based triggers activating special effects as users move closer.

Whether portraying Australian penal colony prisoners or classic horror icons, Tactic ensures seamless integration by leveraging generative AI and control nodes to maintain the brand’s original aesthetic. This continuous evolution—punctuated by new experiences every few weeks—impacts both sales and popular culture. By blending deep mobile AR knowledge with cutting-edge tech, Tactic keeps the 19 Crimes portfolio at the forefront of digital storytelling and consumer engagement.