To open the 2016 SF Giants season, Baker Street Advertising created a multi-media campaign leveraging the mystique and symbolism of wearing your heart on your head, and how wearing the SF Giants hat brings baseball’s most passionate fans together.

Digital billboards featuring the photography of Christian Petersen:




The 60-second launch spot, “Heart on your Head,” tells the story of a lifelong Giants fan and his magical journey that began when he wore his Giants hat.

Then we asked all the Giants players how they felt about wearing the SF hat in this internet film series, “Under The Hat Films”:

Subsequent TV spots featured fans in their favorite Giants hat, telling tales of their favorite Giant. Crawford Destiny :30, Big Game Hunter :30, MVP Posey :30, Homegrown :30 with Duffy, Panik, Cain and Buster, and The Illusionist :30 with Sergio Romo.

Then we showed fans how to use their hat to help the Giants Rally, which brought us to a whole slew of “Together We’re Giant” ideas. After all, 162 games requires a ton of fresh content.

Finally, while we were talking to the players about their hats, we got their casual thoughts on a bunch of important topics from Bobbleheads to clubhouse pranks. These guys are authentically good dudes and a joy to work with.

Agency Credits

President: Jack Boland

Chief Strategy Officer: Don Donovan

Chief Creative Officer: Brian Bacino

Art Director: Ken Woodard

Copywriter: Bob Dorfman

Copywriter: Robert Leon

Copywriter: Harrison Chapman

Freelance Art Director (“Chatter” :30): Stefan Copiz

Freelance Copywriter (“Chatter” :30): Matt Bottkol

Creative Manager/Script Supervisor: Lesly Pyle

Broadcast Producer: Brody McHugh

Account Executive: Olivia Albanese

Account Coordinator: Noah Zepponi

Senior Strategist: Howie Leibach

Production Credits

Production Company: Dwyer Productions

Director: Brian Bacino (of Baker Street Advertising)

Director of Photography: Cliff Traiman

Executive Producer: Mark Dwyer

Producer: Chris Knox

Post Production:  Rough House

Editors:  Michael Pickman-Thoon, Eric Stafford, Roger Krakow, Elijiah Pahati

Visual Efx / Motion Graphics Designer:  Eric Stafford

Colorist:  Roger Krakow

Post Production Supervision:  Matt Lopez, Michael Pickman-Thoon

Audio Mix:  Sirius Sound

Mix & Sound Designers:  Shane Watson, Leroy Clark