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As part of the “Take the Leap” campaign, Stags’ Leap Winery invited consumers to follow in the footsteps of its legendary stag through a web-based AR experience that brought its wine bottles to life. The brief was to create an immersive digital journey that honored the spirit of the stag while deepening engagement with the brand. The experience featured a 360-degree animation of a leaping stag guiding users through three distinct illustrated worlds, each created by a different artist in a unique visual style. By scanning a QR code on the website, social media, or in-store displays, users accessed the experience and used their mobile camera to scan the wine label, triggering an AR panorama from the iconic stag logo. As the journey unfolded, the stag paused at interactive checkpoints that offered surprises and playful moments for exploration. The contrast between the three worlds reflected the stag’s bold, adventurous nature and symbolized the brand’s call to action to embrace the unknown. Concepted and built using 8th Wall’s web AR platform, the project merged art and technology into a unique and shareable experience that pushed the boundaries of digital storytelling.