D.Care Commercial

I directed the launch commercial for D.CARE, a new oral care brand from Angel Cosmetics entering a competitive West and Central African toothpaste market. Working from Blooom's creative brief, I built the film around a testimonial approach: everyday people, a TV presenter, a boxer, a young girl and her grandmother, each speaking directly to camera about why D.CARE fits their life, tied together with a recurring catchphrase and a dynamic, multi-angle visual style. I closed the spot on a triptych of the brand's three product lines before landing on its central idea: everyone has their own reason to choose D.CARE, and it makes them the expert on their own smile. Shot on location in Côte d'Ivoire.