Jack Daniel’s Old No.7 Augmented Reality
Production Lead on Jack Daniel’s Old No.7 with TACTIC
Serving as project manager for one the world’s beloved brands: Jack Daniel’s. From the initial creative process to the creative and technical production, my role was to lead the teams to execution within budget and timeline. In addition, leading the communications and production with the Brown Forman digital teams was managed. Thereafter, the Brown Forman global team worked directly with me as I led the production and release of 10 additional language worldwide. Global brand managers and talent from across the globe came together to offer the app in full alternative languages.
Once consumers download the dedicated app, they can point their phones at any Jack Daniel’s Tennessee Whiskey bottle (from 50mL to 1.75L) to uncover the animations, voice overs, and all the stories that make the more than 150-year old brand so special, from the Cave Spring water to the distilling process, to name a few.
The AR experience is divided into three unique parts, each designed with the look and feel of hand-crafted models and integrate 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. The Jack Daniel’s AR app will be available for download for both iOS and Android platforms
“We owe a story about their extraordinary AR animation of labels of 19 Crimes wine, which won them an Auggie last year, and their most recent Jack Daniels label animation”
“I can’t be more pleased with the content itself and how it came to life in an overall experience”