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Shae Pulver and Sam Way for Baxter of California #NonTraditionalFathers Day Campaign


Father’s Day is a beautiful day to celebrate your Dad, yet for some with a more unconventional upbringing, it can feel quite isolating. This year, Men’s skincare label Baxter of California in collaboration with FGUK Magazine unveiled their latest Father’s Day campaign in support of #NONTRADITIONALFATHERS.

The new campaign looks to transcend the conventions of fatherhood looking to Young talent and influencers Sam Way and Shae Pulver who celebrate difference, cultures, and fatherhood via their personal journeys. BeyondXY Creative Agency and Baxter of California wanted to offer an authentic story that spoke loudly to current generations and being a role-model with pride. The campaign sees Shae Pulver speak openly about his upbringing, with no conventional “mxle” figure and Sam talk rugby and the importance of mxle bonding.


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This is a celebration of “other” taking our hats off to the ones who go unmentioned. The men and women who take on the responsibility of “role model” and hold it with pride. The Uncles, Granddads, Cousins and even those friends that really shape who we are, no matter who we are, and, love us unconditionally.

My grandma was one of my father figures, she had a more stern side to her. With my dad not being around…so mum played a softer role. When my grandmother stepped in she became my role model. She wanted to make sure I had a childhood and Fathers day to me is not just about celebrating the men but the women too.” – Shae Pulver





Production Agency: @beyondxystore

Photography: @simoncecere

Styling | Production : @marvinmaddix  | @tommiegram_ 

Models: @shaepulver 

MUA: Charlotte Kraftman

Hair Stylist/Grooming: @elliotforbes

Ph Assist.: @aberyls

Assistants: @kimlerona, @aylindelemen

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