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Don Julio por amor
TRANSPORT to Mexico FOR a mixed reality Tour of Don Julio’s distillery exclusively on the apple vision pro.
Summary
Excited about the announcement of the Apple Vision Pro, Diageo, owners of Don Julio Tequila, set out to be the first beverage brand to release an app on the new platform.
The goal was to create a brand experience that takes visitors on an educational journey into the iconic Don Julio Tequila brand.
To meet this goal, we created an immersive augmented reality tour through the Don Julio distillery, taking visitors step by step through the process from harvest to barrel.
Role
XR Direction
UX&UI Design
Prototyping
Research
Concepting
Photo Retouching
Lobby
Visitors are welcomed into a virtual lobby spawned in their physical environment, alive with music and a playful hummingbird drawing them in.
Harvest
At the first stop, visitors are surrounded by blue agave plants that grow from the ground right in their living room.
Voice-over and a series of floating spacial videos and photographs educate visitors about the growing and harvesting process.
Ovens
The next stop is to the ovens, where visitors get an exclusive peek inside where the heart or “Piña” of the agave is roasted, beginning its transformation.
Fermentation
Moving on, visitors are introduced to the fermentation and distillation process.
The voice-over guide provides details along with spatial content explaining and demonstrating the various stages of fermentation and distillation.
Barrel room
Finally, visitors are taken to the barrel room where they learn about the Don Julio's barreling process.
The experience concludes with a tour of Don Julio’s tequila portfolio. Here, visitors learn the difference between tequila types and what makes each Don Julio tequila unique.
The process
Bringing a distillery tour into a person's physical space requires careful planning. Digital copies of real-world objects needed to feel true to life while occupying a physical footprint that visitors can easily navigate. Early prototyping, sketching, and blocking of elements provided the team with guidance when building the final experience.
Sketching
Iterating through quick sketches helped establish each location's point of view.
These sketches, along with example images, helped guide the photography team tasked with capturing photos and video on-site at the Don Julio distillery.
prototyping in AR
Examples of working in Shapes XR on a Quest 3: I blocked out each scene using primitive 3D shapes, further refining the physical space the experience would occupy.
closing
It was exciting to lead the creative development of one of the first third-party apps released on the Apple Vision Pro platform. The team at Don Julio and Diageo was extremely motivated to be the first beverage brand with a presence on the Vision Pro, and that goal was achieved.
Having access to a platform in its infancy is an inspiring opportunity that allowed the team to build, design, and troubleshoot on new hardware. Navigating the fluidity of learning what works in a new platform, we were met with some limitations and challenges. As a team we learned to pivot and find alternative solutions to ensure the polished and premium feel of the product experience was executed.
Ultimately, the team delivered a memorable experience that satisfied the client's needs and exceeded their expectations. Beyond its life on the App Store, the Por Amor experience has been featured by Don Julio and Diageo at various industry conferences.
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