Avon :: True Foundation

She faces the world wearing only her might.

In this world, if you’re born a woman, you have to be badass. There’s no way around that. So, for this commercial of Avon’s True foundation’s launch, a product with 18 shades and a special kind of technology that allows it to blend to up to 56 different skin tones, we invited different women, from all walks of life and with different life stories who could visibly represent the strength of the modern woman, the kind that unapologetically defies beauty standards when facing the world with an open heart and lots of guts.


This campaign was one of the most successful campaigns in terms of sales for Avon in 2017.


Agency: J.Walter Thompson São Paulo

Creative Direction: Renata Leão & Danilo Janjacomo

Creatives: Nayara Lima, Paulo Felipe & Jose Oliveira

Film Production: Paranôid / Brendo + Gonfiantini

Sound Production: Punch