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”.
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.
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.