19 Crimes Taps 2x Emmy Award-Winning Director to Bring Universal Monsters Off the Label and Onto the Dance Floor

19 Crimes brought its Universal Monsters collection to life with “Here for the Party (A Universal Monsters Dance Battle),” a new campaign featuring a cast of professional dance talent portraying Frankenstein, The Bride of Frankenstein, The Mummy, and The Wolf Man in a high-energy dance battle.

Developed with agency partner 9Rooftops and directed by two-time Emmy-award-winning Ezra Hurwitz, the campaign connects the limited-edition wines to Halloween celebrations through choreography, original music, and a modern interpretation of familiar monsters. The campaign runs across connected TV (CTV), YouTube, TikTok, Pinterest, and Meta.

“The Universal Monsters have been coming to life on our bottles for years. This campaign was about asking, ‘What happens when they step off the label and into the party?’” says Jon Solimando, Global Brand Director, 19 Crimes. “By bringing these iconic characters into a modern-day dance battle, we created a fresh cultural expression of the brand while reinforcing what 19 Crimes stands for: bringing people together around occasions they love.”

The film features Jade Chynoweth (professional choreographer, backup dancer to Halsey), as The Bride of Frankenstein, Jake Green (global commercial dancer and cast member with Magic Mike Live) as Frankenstein, Samy Hawk (winner of MTV’s Becoming a Popstar) as The Wolf Man, and Angel “Staccato” Guzman (The Hip Hop Nutcracker, crew member featured on World of Dance) as The Mummy, with choreography by Cultura (world-renowned choreographer and featured dancer in Bad Bunny’s 2026 Super Bowl halftime show) and original music by Styles & Complete. The film was produced by Paradiso Pictures.

The campaign supports the annual 19 Crimes x Universal Monsters limited-edition collection, featuring glow-in-the-dark labels and interactive augmented reality experiences that bring the iconic Universal Monsters characters to life. The collection is available online and at participating retailers in the U.S., Europe, and Australia, while supplies last.

“Here for the Party” leads a broader Halloween program that includes monster makeup creator content, recipe videos, and the Scream to Win contest, extending the brand’s seasonal engagement well beyond the collectible bottles.

ABOUT 19 CRIMES: 19 Crimes turned convicts into colonists. In 18th-century Britain, criminals guilty of at least one of the 19 crimes were sentenced to live in Australia rather than death. For the rough-hewn prisoners who made it to shore, a new world awaited. As pioneers in a frontier penal colony, 19 Crimes wines celebrate the rebellious spirit of the more than 160,000 exiled men and women who forged a new culture and national identity in Australia. Today, 19 Crimes continues to embody that spirit through partnerships with modern-day creators and cultural icons.