Baxter of California

Baxter of California


When California’s Baxter Finley founded his men’s skincare company in 1965, he did so to defy the expected and stir curiosity. Over 50 years later, Exposure was asked to revitalize Baxter’s promise, to always “Live Life True.” We worked with the brand to paint an honest picture of modern Californian men (and women) with real, diverse individuals connected through storytelling by their independent spirit.


We captured our cast in settings authentic to their character, creating a print campaign that embodied the brand positioning "Live Life True." Key images were supported by a strong social media rollout, and campaign films that dove into the people, personalities, and perspectives of each individual.

Portrait Videos

Brand Imagery