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.