How do you best use a talent like Halle Berry in a beauty campaign about empowerment?

You get real. That’s what TTC did when we were charged with developing the scripts for the television campaign of Finish Touch Flawless, the Church & Dwight beauty brand. The commercials, "Define" and

"F-Words", feature Ms. Berry and the empowerment that arises when redefining the meaning of flawless; instead of being free of imperfection, flawless is owning your unique sense of beauty and style—and

being perfectly, you.
 

The campaign cemented the brand as the top-selling product in its category in the U.S. (A.C. Nielsen, Units Sold, All Channels, 52 weeks ending 2021) with the commercials receiving “rave reviews” (Church & Dwight).