Xtina After Dark is the latest fragrance release from Christina Aguilera Fragrances. Inspired by the allure of nightlife, the scent blends Fig de Provence, Orange Blossom, Tobacco Accord, Vanilla Bean, and Caramel. The brand positioning leaned into themes of temptation, indulgence, and transformation, celebrating confidence and seduction after dark. The launch needed a cohesive visual campaign that matched the energy of the fragrance and Christina’s personal brand.
I was brought on as Digital Art Director to oversee the creative direction and execution of all digital assets for the Xtina After Dark campaign. This included Above-the-Fold (ATF) and Product Detail Page (PDP) graphics for e-commerce, standardized web banners for mass retailers and Amazon storefronts, and creative support during the production of the global TV commercial. The goal was to deliver a consistent and captivating visual identity across all touchpoints.
My creative direction focused on translating the fragrance’s sultry, after-dark mood into assets that would perform across key platforms while maintaining visual cohesion.
Deliverables included:
Above-the-Fold (ATF) graphics for retail product pages
Product Detail Page (PDP) content optimized for education and conversion
Standardized web banners for Amazon and mass retailers
On-site lighting and visual contribution during TV commercial production
Directional input on hero bottle shots used in motion and digital campaigns
I designed the ATF and PDP graphics across brand store pages to spotlight the fragrance’s deep, seductive tones through rich shadows, soft glow, and metallic highlights. Each element was built to visually echo the scent profile and encourage emotional engagement at first glance.
Web banners were created as modular templates that could scale across retailer platforms while keeping messaging and branding consistent. During the commercial shoot, I operated key lighting for the bottle reveal shot, helping to capture the product’s shimmer in a way that became foundational to the digital campaign.
The final asset suite elevated Xtina After Dark with a bold and unified visual identity. The campaign performed strongly across digital retail and media placements and set a new creative standard for future fragrance launches under the Christina Aguilera brand.
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