Sol de Janeiro — After Hours Fragrance LaunchOne campaign. Every channel.
After Hours was the launch campaign for Sol de Janeiro's new fragrance — a 360 effort spanning homepage, email, social, paid media, affiliate banners, product pages, press materials, and video. Contracted through Feed the Beast, a creative content and strategy agency, I designed every digital touchpoint for the launch — working within Sol de Janeiro's brand guidelines to ensure the After Hours aesthetic held together consistently across every channel from teaser through post-launch.
Relationship: Agency contract via Feed the Beast
Scope: Homepage · Email · Social · Paid Media · Product Pages · Video · Press · Affiliate
Photography: Supplied — image selection by Sarah Moran
Campaign type: Full 360 fragrance launch
HOMEPAGE TILE — VARIATION 1, DESKTOP AND MOBILEHOMEPAGE TILE — VARIATION 2, DESKTOP AND MOBILE
01 — HomepageWhere the campaign lived first.
The homepage was the anchor of the launch — the first place customers would encounter After Hours in the brand's own environment. Working within Sol de Janeiro's established visual guidelines, I designed desktop and mobile versions for two homepage tile variations, ensuring the campaign's deep navy and gold aesthetic translated consistently across screen sizes without losing its nightlife mood.
TEASER EMAIL — PRE-LAUNCH
VIP EARLY ACCESS — 2 DAYS PRIOR02 — EmailA sequenced launch — from tease to sold.
The email program was built as a deliberate sequence — teaser, VIP early access, launch day, and re-engagement. Each email was designed within Sol de Janeiro's brand guidelines, adapting the layout and hierarchy to the specific message and urgency of each send. Working from supplied photography, I selected the images and built each layout to carry the campaign's mood consistently.
VIP EARLY ACCESS — 1 DAY PRIOR
LAUNCH EMAIL — PREVIOUS PURCHASERS03 — Product PagesThe campaign carried through to conversion.
Product page design is where a campaign either holds together or falls apart. Working within the brand's guidelines, I designed seven product page images — hero shot, in-situ lifestyle, ingredients, lifestyle, spritz, sustainability, and closing lifestyle — maintaining the visual language of the After Hours campaign at the moment of purchase decision.
04 — Social · Paid · VideoExtending the campaign across every feed.
Social and paid media extended the After Hours aesthetic into formats built for scroll — tight crops, strong typography, the deep navy palette holding consistently across placements. For video, I collaborated with the videographer on copy placement and text integration.
