Airheads Xtreme

Step into Xtreme Town, a world made entirely of Airheads candy.

Tactic partnered with agency Sassafras to create an immersive WebAR experience for Perfetti Van Melle’s Airheads brand, inviting users to place a portal in the real world and physically walk through it into a colorful candy universe.

Inside Xtreme Town, users can explore a 360-degree environment filled with candy-built streets, buildings, cars, water slides, airplanes, and rocketships, all constructed from multicolored Airheads.

The browser-based AR experience combines six degrees of freedom, spatial animation, directional sound effects, and the user’s live camera view to make the world feel as though it is moving around them, without requiring an app download.

A playful blend of WebAR, immersive storytelling, and branded world-building, designed to turn the everyday environment into something much more extreme.