Our new strategy and creative direction came to life in a series of portraits of real Angelenos that embody Baxter’s independent spirit, whose stories we captured in their own voices.
Grooming is not about conforming to an ideal, but about expressing your best self. Firmly rooted in this philosophy, we repositioned Baxter of California to represent those that defy convention and “Live Life True”.
- Relaunched brand with creative campaign
- Reset brand social presence across channels
- Sales doubled following the repositioning
The campaign explored the characters of LA’s creative class—visual artists, skate rats, athletes, songwriters, nighthawks, and more—with a digitally-optimized content rollout including brand films, character portraits, and product.
