Xinú / Independent spec concept
Botanical Air. Sculpted Light.
Making an invisible fragrance feel tangible.
Independent, unofficial spec concept from my creative practice at ArcMuse. Not commissioned, approved, sponsored, or endorsed by the featured brand. AI-assisted product imagery is illustrative; no campaign performance is claimed.
The starting point
For the second study, the self-assigned question was how to communicate fragrance without the benefit of smell. Xinú’s sculptural glass-and-wood presentation and Aguamadera’s agave, green lime, guaiac wood, and cedarwood notes offered a natural language of materials, light, and place.
The creative challenge
Create a quietly luxurious campaign that feels sensorial on a small screen while remaining visually distinct from the loud beverage work.
Three feed graphics
A five-slide story
Swipe, scroll, or use the arrow keys and buttons to explore in order.
Two vertical Stories
My approach
“Botanical Air. Sculpted Light.” uses porous limestone, warm sun, botanical silhouettes, translucent glass, and measured editorial typography. The creative deliberately slows down: negative space gives the bottle form and ingredients room to breathe.
The making of
I developed a matching suite of AI-assisted still-life references, then typeset the social designs with precise hierarchy and spacious cropping. Three feed graphics establish the world; the five-slide carousel moves from atmosphere to detail and ingredient cues; two Stories reinterpret the scenes in vertical format. A separate Luma brief maps careful camera pushes, reflective highlights, and botanical macro movement for future production.
Deliverables & takeaway
The case study demonstrates how a product’s shape and materials can drive a visual system, rather than relying on generic luxury clichés.
3 feed graphics · 5 carousel slides · 2 Stories. Finished static artwork. Any motion treatments are planning references, not completed videos.