The brand Nexxus, in collaboration with Christina Aguilera and agency Gravity Road, part of Brandtech Group, has unveiled a new global campaign that moves the “Long Live Her Hair” platform beyond traditional beauty communication into the space of large-scale visual installations, AI production and architectural illusions.
At the centre of the campaign is a series of hyper-realistic DOOH projections created using Pencil, Brandtech’s AI marketing platform, through which city building facades are transformed into futuristic, almost cinematic environments. The projections simulate “cut-through” effects – the illusion of buildings opening up – creating the feeling that a parallel, digitally generated world exists behind the urban architecture.
One of the central visuals shows Christina Aguilera suspended in the air by a single braided strand of hair, using hair itself as a metaphor for physical strength and resilience. The campaign uses perspective, light and motion in a way that brings digital projections closer to a real physical urban experience.
The projection series will culminate in a large-scale takeover of the Domino Sugar Factory location in New York, following a multi-phase DOOH activation designed to build anticipation and social buzz across different city locations.
Alongside the outdoor campaign, a hero film directed by Max Bartick from production company Caviar, previously associated with Vogue, has also been launched. The film was shot using virtual production technology and is set inside a futuristic laboratory environment where Aguilera becomes a kind of experiment in strength, endurance and transformation.
The campaign also introduces the identity “NeXXtina” – a futuristic version of the singer placed inside a high-fashion laboratory environment where robotic arms, chrome surfaces and optical elements analyse the effects of heat, colouring and time on hair, while simultaneously demonstrating the protein technology behind the Keraphix Liquid Crystallizer product.
The film’s visual world changes in real time – from a sterile white laboratory to a fully immersive lilac environment – allowing precisely controlled storytelling with an aesthetic that resembles a fashion editorial more than a traditional beauty commercial.
The campaign narrative connects culture, celebrity iconography and protein science, using Aguilera’s song “Fighter” as the emotional foundation of the communication, alongside a voiceover emphasising the campaign’s core message: proteins rebuild what life breaks down.
The campaign also marks a new era for Nexxus, further reinforcing the brand’s long-standing position as a haircare brand built around a protein science approach.
Christina Aguilera appears in the campaign as the face of the brand’s new phase, but also as a symbol of a woman balancing career, private life and the constant transformation of her identity. Speaking about the collaboration, she highlighted that her hair has gone through years of treatments, colouring and styling, which is why protein-based haircare has become an essential part of her routine.
