Nexxus launches AI-led campaign with Aguilera

Gravity Road develops AI-led beauty campaign

Nexxus has launched a global campaign with Christina Aguilera and Brandtech Group agency Gravity Road, combining generative AI, virtual production and digital out-of-home advertising to promote its “Long Live Her Hair” platform.

The campaign centres on a series of AI-generated DOOH projections created using Pencil, Brandtech’s generative AI marketing platform. The executions transform city buildings into cinematic visual displays designed to simulate architectural openings into futuristic digital environments featuring Christina Aguilera.

Campaign blends AI and virtual production

The hero execution shows Christina Aguilera suspended mid-air by a single braided strand of hair, designed as a visual representation of strength. The projections use perspective, lighting and motion effects to create the illusion of a building functioning as a digital screen.

The DOOH campaign will conclude with a takeover at the Domino Sugar Factory in New York following a series of projections across multiple locations intended to build awareness and audience engagement.

Alongside the outdoor campaign, Nexxus has launched a social film directed by Max Bartick of Caviar. The production used virtual production technology to create a futuristic laboratory setting centred on Christina Aguilera.

The film presents Aguilera as “NeXXtina”, positioned within a scientific and fashion-led environment where robotic equipment and optical technology examine the effects of heat, colour and time on hair before demonstrating Nexxus’ protein science technology.

Gravity Road focuses on immersive storytelling

The social film was shot on a virtual production stage that enabled the environment to shift in real time from a white laboratory setting into a lilac-coloured digital world while maintaining controlled production conditions.

The campaign combines music, documentary-style narration and beauty science messaging to position Nexxus’ Keraphix Liquid Crystallizer product as a strength-focused haircare solution.

Sophie Cullinane, global executive creative director at Gravity Road: “We wanted to create something that didn’t just live on a screen, but in the real world - where technology, culture and craft collide.”

Sophie Cullinane: “Using Pencil, we were able to concept, visualise and produce at a speed and scale that would have been impossible just a few years ago.”

A Nexxus spokesperson: “This campaign is about strength - not just as a claim, but as something you can see and feel. From the product to the production, everything is engineered to demonstrate that.”

Brand campaign combines beauty and AI

Nexxus said the campaign highlights its Keraphix Liquid Crystallizer product, which the company states delivers hair strengthening benefits through protein-based formulations.

By combining generative AI, virtual production and large-scale projection technology, the campaign aims to position Nexxus at the intersection of beauty marketing, entertainment and emerging production technologies.

www.nexxus.com

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