Tasked with telling the past, present, and future of the Baxter of California brand, director Andy Hines knew he wanted a deeply cinematic spot.
Starting with Baxter Finley as a young man leaving New York for the sunny tones of Los Angeles in 1965, the frame is filled with hints of the pastel color scape so intrinsically linked to that era.
We next meet Baxter in the 1980s. Each frame is filled the hazy quality of an era disappearing.
Finally, we meet Baxter in the near future. Everything is familiar but different. The hazy feel is replaced with a sharp, present vibe of a graspable tomorrow.
Hines' cinematic experience is further enhanced with a powerful VO that does the incredible job of relating both Baxter's life journey and empowering men to strive to be who they want.
Weaving an inspirational narrative through a sometimes-imagined 60 years of history was no simple undertaking.
Under Hines' deft touch, the spot captures the timeless quality of Baxter of California, the man, and the brand.
For it's beautiful cinematic visuals, the spot was awarded a prestigious Hermes Creative Award in 2014.