Jack Daniels

AR brings an engaging experience rich with stories and visuals in a way that’s uniquely Jack.

Jack Daniel’s partnered with Tactic, a San Francisco-based company specializing in the production of immersive experiences, to develop the app.

“Augmented reality is in an exciting stage, and new technology and techniques are pushing the boundaries of what’s possible,” said Peter Oberdorfer, President of Tactic. “The Jack Daniel’s AR app features technology that sets the bar for creative  storytelling in this new medium. The learnings and best practices from Jack Daniel’s will help inform the development of AR apps across different brands and industries.”

The AR experience is divided into three unique parts, each designed with the look and feel of hand-crafted models and integrating real-time, environmental lighting and textures. The first experience transforms the front label of the bottle into a miniature version of the Jack Daniel Distillery. The second walks step by step through the process of making Jack Daniel’s Tennessee Whiskey, and the third  shares stories of the man himself, Jack Daniel.