TLC’s Red Door era had its moment, but an increasingly voyeuristic POV made the brand feel like a circus tent. Everyone Needs A Little TLC overcompensated with an emotional POV that softened the brand’s edge and cultural relevance. So how to bring the brand into balance? By declaring imperfections are not only what makes us human but are, in fact, our greatest strength.

We collaborated with TLC to craft an emotional and anthemic brand campaign, shooting their entire star lineup for use in the anthem film, social spots and even on-air show and brand packaging. We then took the campaign on the road, creating a seven-city U.S. experiential tour that invited fans to be a part of the movement, building a large #IAM as an iconic monolith for photo opportunities. Photos and videos captured at the events filled TLC’s social channels, spurring a massive user-generated campaign that spread the inspiring message that it’s okay to be exactly who you are.