© Copyright 2017
Baker Street Advertising
May 31, 2017
Brian Bacino

SF Giants Campaign 2017

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Our “Discovery” phase of campaign development for the 2017 SF Giants revealed two key findings:

  1. The promise of the ultimate SF experience — the people, the views, the food, the party, at AT&T Park — makes fans want to attend  more games.
  2. Casual fans tend to go to the same kind of game over and over: just Sunday games, or just Friday games, just Tuesday games, etc.

We introduced this year’s campaign with “Together in SF” :30, featuring fans experiencing the ultimate SF backed with a dramatic read by legendary skipper, Bruce Bochy.

“Together In SF” :30 TV Spot

Our post house Ntropic, under the masterful eyes of FX director Aaron Vasquez, and editor Alan Chimenti, created cinemagraphs from the photography and video expertly captured by SFG Productions.

Alternate-Ending Interactive Films
Recognizing the importance of the Giants digital community, particularly the 3.2 million Facebook followers, we created a series of interactive films showing the experience of going to Giants games on Sundays, on date nights, during the work week, and the fun of Orange Fridays. Each of these four spots give viewers a critical decision to make at the peak of the story. The viewer’s choice will determine the ending of the stories.

“We Are Sundays” Interactive Film

 

“Two for Tuesdays” Interactive Film

 

“Day Baseball” Interactive Film

 

“Orange Fridays” Interactive Film

 

Introducing Mark Melancon
We also introduced the Giants new closer, Mark Melancon, with this fun spot that seems to be the fan’s favorite spot of the year. In a hilarious exchange on Twitter, Lou Seal called out Melancon for slamming the door on him. Mark responded, “I was just trying to ‘seal the deal.’” This guy’s going to be fun to watch all year.

“Meet the Closer” :30 TV Spot

 

Out-of-Home
If you live and drive in the Bay Area, you are also sure to run into our outdoor campaign featuring the photography of Andy Kuno. He has really raised the photography game of the Giants in-house staff and Baker Street gobbled up the good work to create the elegant designs you’ll see on trains, busses, street banners, and electronic outdoor throughout the Bay Area.

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Bob Dorfman
Art Directors: Ken Woodard/Jason Wong
Interactive/Cinemagraph Art Director: Xavier Li
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Mark Dwyer, Dwyer Productions
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Line Producer: Jon Bowden
Editor: Alan Chimenti, Ntropic Editorial
ECD/Founder: Nate Robinson, Ntropic Editorial
Post Producer: Emily Avoujageli & Danielle Cheifetz, Ntropic Editorial
VFX Director: Aaron Vasquez, Ntropic Editorial
VFX Artists: Ethan Chang & Miguel Diaz-Rivera, Ntropic Editorial
Colorists: Chris Martin, Nick Sanders, & Kristy Navarro, Ntropic Editorial
Graphics Artist: Erica Poat, Ntropic Editorial
Flame Artist: Mark Everson & Todd Hemsley, Ntropic Editorial
Junior Flame Artist: Jerome Knight, Ntropic Editorial
Rotoscoping Producer: John Mendaros​, Ntropic Editorial
Rotoscoping Artists: Roel Elaco, Jun dela Pena, Alfred Ilagen, Ntropic Editorial
Post Assistants: Gillen Burch & Yvonne Pon​, Ntropic Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Photography Credits:
Andy Kuno, SFG Productions

Brian Bacino, SF Giants, Sports, Sports Marketing

December 20, 2016
Brian Bacino

2016 Year In Review

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2016. Well, that didn’t turn out exactly the way we expected.

Lots of surprises.

Some of them, not so good.

Like not having our beloved SF Giants fulfill their even year prophecy.

But we still had a ton of fun making the work and helped the Giants continue their record-breaking attendance streak. (Click image below to see the 2016 Giants Campaign page.)

And speaking of records, NorCal Honda continued its sizzling pace thanks to a calendar chockfull of sales events, testimonial films and a robust digital and social media effort.

The first series of key frames below is from our “Go Small. Get Big.” campaign. (Click image below to visit the campaign page.) And the second set is from our seasonal sales events.

Plus, we introduced a new social campaign for Acura called “More of a Good Thing,” featuring 3 inspiring stories from NorCal Acura drivers who are making their world a better place.

The Lin’s Story :30

To see the Lin’s full story, click here.

Marshal’s Story :30

To see Marshal’s full story, click here.

The Young’s Story :30

To see the Young’s full story, click here.

So, while 2016 had its fair share of challenges, Baker Street had its fair share of fun making work for our clients and watching their businesses grow. Check it out in our video below, “Baker Streeters Love the Work”:

And, oh yeah, we launched our website. You know, the one you’re on.

Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing, Uncategorized

October 13, 2016
Brian Bacino

#BelievenHurts

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When you’’ve been #Believen since July, losing really hurts.

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Baker Street has been preparing for the post season since July, creating digital, outdoor, and TV for the SF Giants #Believen 2nd Half campaign. And while we are proud of the work, it has been tough to keep Believen when your team posts the worst 2nd half performance, ever.

Yet, through all the torture, our beloved Giants stayed together and kept fighting and somehow got in!

Crawford’s 7 Hits :15

MadBum’s Ks :15

And then they somehow came back!

NLDS 2016 Game 3 :30

So when that fatal 9th-inning meltdown came in Game 4 against the Cubs, it hit us hard.

We have been trying to reconcile this feeling of genuine loss over the Giants dramatic departure from their post season destiny. While it totally makes sense for players and coaches to feel devastated. Even members of the organization. But how can the dramatic and sudden end to the Giants post season have such a physical and emotional effect on us fans?

I guess the answer is we truly believe we are part of this. We have been soaking in champagne showers and championship parades, walking the world as kings. We feel like we know Hunter and his good friend, Buster. We love our homegrown heroes, Bumgarner, Crawford, Panik, Belt, … Conor! We have rode the emotional roller coaster year after year, but somehow, magically, we kept hoisting trophies!

Crawford Destiny :30

Big Game Hunter :30

Buster MVP :30

And so now, even in our even year, we suddenly feel the pain. An unfamiliar sting of it all, for the first time, not magically unfolding the way we hoped. It makes us finally realize those 3 Championships were not pre-ordained. They were’n’t guaranteed. They were miracles. They are more delicious than we realized the first 3 times. And our insatiable desire for another will only grow with this year’’s bitter end.

BSA_Team

Today it hurts. But then you realize how much fun, and how significant it is to feel like you are part of something like the SF Giants. That is the gift this team has given us fans. And while vitriol will likely spew over the next few days, in the end this organization makes us proud. Win or lose, Together We’’re Giant.

Under The Hat Tales: Kids :30

Brian Bacino, Creative Chief B2, SF Giants, Sports Marketing, Uncategorized

September 28, 2015
Lesly Pyle

What Happened in Vegas

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What happens in Vegas, stays in Vegas. Except this: Baker Street Advertising won Agency of the Year at the Internet Marketing Association’s IMPACT15 digital marketing conference.
 
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When two of our leaders were invited to be keynote speakers at IMPACT15 in Las Vegas, we had no idea how far this ride would take us. We were honored to have our President and Founder, Jack Boland, and our Creative Chief, Brian Bacino, reppin’ on the main stage. They presented “Together We’re Giant,” a dive into digital sports marketing, alongside our client Tom McDonald, the SVP of Marketing at the San Francisco Giants.

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And Don Donovan AKA the “Sherlock Holmes of Big Data” AKA our Chief Strategy Officer, presented “Cracking the Code of Big Data” in a breakout session. Other speakers included executives from global behemoths like Barnes & Noble Education, Oracle Data Cloud and Evite. So, yeah, we were already stoked to be a part of it.

Screen Shot 2015-10-21 at 4.39.36 PM
 
But little did we know that more things to celebrate were coming our way. In addition to winning Digital Agency of the Year, Baker Street Advertising also took home four more IMPACT15 trophies — in four distinct social media categories for three of our clients: the San Francisco Giants, Northern California Honda Dealers and Sun-Maid.
 
Baker_Street_IMPACT15_Awards_9.2015
 
Community Engagement Leadership Award

San Francisco Giants: “Big Speech” as seen below:
 

 
Best Use of Twitter
San Francisco Giants: “Together We’re Giant”
 
Facebook Customization Award
Northern California Honda Dealerships: “#AskAnyHondaDriver Testimonial Campaign”
 
YouTube Informational Award
Sun-Maid Raisins: “Snacktivities”
 
Check out the case study videos for the three winners listed above here: http://bakerstadvertising.com/proof/
 
So how do we think it happened?
 
According to BSA Prez Jack Boland: “Our approach to marketing and our mantra is: ‘Discovery. Creativity. Proof.’ From insight to strategically-sound creative to concrete results, winning these awards is a testament to our unique model.”
 
BSA’s Chief Creative Officer, Brian Bacino, adds “This show is about getting results. Which we did, but I also think the judges couldn’t resist falling in love with the creative.”
 
Fellas, your staff agrees. And couldn’t be more excited about it.
 
Here’s a little more info on the Internet Marketing Association (IMA) and IMPACT15:
 
IMPACT15 is a three-day global conference focused on how to get your customer’s attention through innovation.
 
IMA is one of the fastest growing Internet marketing groups in the world, with more than 1,000,000 professional members in fields including sales, marketing, business ownership, programming and creative development. It provides a platform where proven Internet marketing strategies are demonstrated and shared to increase members’ value to their organizations. www.imanetwork.org
 

Accolades, Awards, Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing, Uncategorized

April 5, 2014
Brian Bacino

Play ball! Live from Scottsdale, AZ via telecast to the Giant screen at AT&T Park in SF.

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To celebrate opening day — (in March!) Baker Street invited the makers of the 2014 SF Giants Advertising Campaign to come together and view the TV commercials, outdoor, and online assets from the luxurious Champions Suite at AT&T Park.  And of course watch the Giants opener against the Diamondbacks live from AZ on the Giant screen. The game turned out to be an instant classic as the Giants clawed back from a 4 run deficit and Buster Posey hit a 2 run dong in the 9th to win it. The campaign seems destined for the same instant classic fate, thanks to the tremendous collaborative efforts of Clients, Writers, Art Directors, Photographers, Directors, Producers, Players, Coaches and Fans.
All Together Stronger Together
Click below to watch the spots.
BlogPicsGiantsReel
About the campaign:
The San Francisco Giants thrive on the energy and inspiration provided by baseball’s best fans. This energy along with a selfless commitment from all 25 Giants players(40 expanded) has produced 2 World Series Championships and created a ball park experience like no other. This unique player – fan relationship, this genuine power of togetherness, is what the 2014 SF Giants campaign is all about: All Together. Stronger Together.
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BlogBusBanners1
BlogBusBanners2 BlogStadiumBanners1 BlogStadiumBanners2 BlogStadiumBanners3
Ball park banners, outdoor boards, and online ads feature the photography of Brad Mangin, that are sure to become instant classics, themselves. Each shot was carefully chosen and cropped to evoke emotion and nostalgia, using a color technique reminiscent of 1960’s -70’s technicolor baseball cards. The kids may recognize this look as “Instagram”. TV and video depict memorable moments in the ball park that show the power of togetherness, including 3 spots that feature Giants players stepping out of frozen game moments to humorously illustrate just how the fans make the team stronger. As the season’s anthem spot, “This Ride”, poetically states: We ride together, we rise together, we have garlic fries together, we hope together, we make memories together, all together, stronger together.
Credits:
Agency Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donnovan
Creative Director: Bob Dorfman
Art Directors: Carrie Ammerman, Sara Inglis
Copy Writers: Rob Leon, Matt Mckee (SFGiants Production)
Producer: Brody McHugh
Account Director: Caryn Macri
Account Executive: Whitney Randolph
Assistant Account Executive: Viviana Bustillo-Aruca
Video production: Harrison Chapman
Production: Dwyer Productions
Director: Brian Bacino
Executive Producer: Mark Dwyer
Director of Photography: Cliff Traimon
Producer: Jeff Kramer
Wardrobe Stylist: Annie Simmermon
Editorial: Ntropic
Post Producer: Lindsay Adams
Editor: Jesse Boots
Colorist: Marshall Plante
VFX Director: Aaron Vasquez
Graphics Designer: Tali Oliver
Graphics Animator: Matt Dernlan
Music from Singing Serpent, “Together Again” by the Monophonics, and Aaron Robinson for “New Guy”
Mix: Matt Zipkin (1 Union)
SF Giants Production
Director: Matt McKee
Executive Producer: Paul Hodges
Executive Assistant: Kara Gilmore

Creative Chief B2, SF Giants

August 8, 2013
Brian Bacino

From the Desk of the Creative Chief: Giants Sell-A-Thon

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The Giants are selling Tix Like Crazy!

Our mid year ticket promotional effort for the SF Giants, entitled “Giants Sell-a-Thon” features Sergio Romo and Brandon Belt hawk’n tickets like one of those NYC Crazy Eddie Electronics spots back in the day.

DYNAMIC DEALS

Trouble was, none of the Giant players had any idea what we were talk’n about. “Crazy Eddie”? “His Prices are insane”? Hm.  Sometimes you forget just how young these players are. We had a similar experience on the The Hunter Pence — Animal House remake earlier this year. The guys were willing to play along, but had never heard of the film reference. Fortunately with YouTube and a strong internet connection at AT&T Park we were able to show Sergio and Brandon what we were going for:

A little Crazy Eddie. A little Billy Hayes.  A little Shamwow.  Bang!

shamWOW

crazy eddie

From there, these two athlete-hams took over. And they are both naturals. Romo has proven it over the years especially with his break out “Romo Promos.”  But Belt is fast becoming a scene stealer in his own right.

ELIVS 2

BELT IT

Just as he did in “Big Speech” when he played D Day with full on mustachioed style , B Belt put in some show stealing performances.  Of course Romo, the reigning pitchman King was not about to be outdone. Enjoy the showdown.

The results are coming soon to a screen near you.

CALL NOW

Brian Bacino, Creative Chief B2, SF Giants

May 20, 2013
Sherlock

From the Desk of Intern Kirk: Exploring AT&T

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Monday:

Monday was a convenient day to post my blogs from last week, as most of the office was organizing the trip up north that a few employees will embark on tomorrow. With a few technical malfunctions and difficulties behind me, I successfully posted blogs three and four onto the web page. Next internet sensation? I’ll let you decide, but all I can say is watch out Psy.

Once the blog work was done and dusted, I continued brainstorming ideas for the upcoming spot with Matt Cain and Angel Pagan. I haven’t been told if there is a direction this ad is supposed to take, or if there is a certain goal BSA wants to achieve with it, but I’ve been taking multiple approaches in my ideas. We’ll have to see what B2 thinks of the rookie’s ideas.

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Creative Intern Kirk, From the Desk of the Intern, SF Giants

April 5, 2013
Brian Bacino

From the Desk of the Creative Chief: Giants Opening Day

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Wow, another opening day as World Series Champions.  What an impossible ride our beloved San Francisco Giants have taken us on.  This current band of championship characters, who came of age in the post-Bonds era, has given this city so much excitement, so much torture, so much magic. Not to mention 2 parades in 3 years.

The Giants have taught a new generation of baseball fans what it means to play as a team. And to never give up. To play for the guy next to you, instead of playing for yourself. This team symbolizes a rather old school notion that the team is bigger than the superstar. That is something that I, as a die hard Barry Bonds fan*, came to respect as the the ultimate truth. Something I hope our Southern California rivals learn the hard way.

And so to kick off the season we wanted to show a highlight reel of the best TV spots this current group of Giants has done.

We begin in 2008 with a then unknown Matt Cain, and newly acquired Aaron Rowand. The Giants did not think their rookie phenom, Tim Lincecum was ready yet for the marketing limelight.

2008 “Company Picnic/Matt Cain,” “Grocery Store/ Aaron Rowand,” “Raise/Barry Zito”

In 2009, the Giants felt comfortable enough to let the Cy Young award winner get involved in the fun. Enjoy the original short hair and the beardless Brian Wilson.

 

2009 “Interrogation/Lincecum-Wilson,” “Attack”/ Zito, “Rowand”

2010 was pure magic and so was the advertising featuring slow motion Giants magically talking to the viewers.

2010 “Panda Within Season Tix,” “Shutdown/Blanket,” “Dive Bobblehead”

In 2011, the organization launched the Together We’re Giant theme as a tribute to the best fans in baseball. That theme has continued today because it is so ultimately true.

Enjoy.

2011 “Stuck at the Office,” “Test Drive”

2012 “Anthem,” “Buster’s People,” “Panda Never Forgets,” “Romo’s Promo”

2013 “Batting Stance Dance,” “Affeldt Antelope,” “Big Speech”

* Editor’s note:

My journey to becoming a Giants fan started, ironically, with Roberto Clemente, the legendary Pittsburgh Pirates icon. I grew up in Dover Delaware, which is equidistant from the Baltimore Orioles and the Philadelphia Phillies. They were the hometown teams. Those were the teams my father loved. But the coolest kid in our neighborhood was Carlos Villa. He was a few years older than me, he played soccer and basketball, got all the girls, and his Dad was the junior high Spanish teacher. Well Carlos loved Roberto Clemente and the Pittsburgh Pirates. So even though my Dad was a Philadelphia Phillies fan, I became a Pirates fan. That was my form of rebellion. The National League East always came down to the Phillies and the Pirates which made for an excellent Father/Son rivalry.

That fandom served me well in the 70’s.  Especially when Willie Stargell and Dave Parker brought the Bucos back from a 3-1 deficit to win the 1979 World Series over the Baltimore Orioles. That was the first time as a fan I ever felt the thrill of coming back from the near dead to take it all. Last year’s improbable Giants run through the playoffs with 6 elimination games brought those memories roaring back.

When rookie Barry Bonds came to Pittsburgh and seemed destined to be the second coming of Willie Mays, I became the worlds biggest Bonds fan. I will still defend the man, forgive his notorious attitude, and argue he was the best player we’ll ever see regardless of steroids.

In 1989 a job brought me to San Francisco from New York. I arrived just in time to watch my beloved Pirates playing below .500 (again) and the two local teams were battling it out in the Bay Bridge World Series.  Of course the 1989 Earthquake stole all the thunder from that one sided Oakland A’s affair. Nevertheless, as a baseball fan I was happy to go to Candlestick and the Collesium and as long as the Pirates were not in town, I rooted for the home team.

Then Barry came to San Francisco! And he lit up baseball with 5 tools long before he took assault on the home run records. Watching Barry Bonds take over a game with his bat and speed was the most fun I ever had watching baseball up to that point.  The playoff run to the world series in 2002 with Dusty Baker’s kid being swept up in the arms of JT Snow will never be forgotten.

So it was bittersweet that my first professional experience with the Giants came after Barry. After the Giants had become faceless, nameless, non-contenders. But at the same time watching this team come together and grow and play for each other has been a more rewarding experience than watching my hero Barry Bonds pound balls into McCovey. And the 2 parades in 3 years weren’t too shabby either.

Brian Bacino, Creative Chief B2, Feature, SF Giants

October 31, 2012
Brian Bacino

+Together We’re Champions! From the Desk of the Creative Chief:

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As we scrambled to prepare final congratulatory ads and posters for the 2012 World Series Champs in time for the parade, we took a moment to look back at the campaign pieces and the “Let’s get back. Together.” theme. Though the ideas were written and produced in February, long before opening day, it is astonishing how reality played out, often in ways we seemed to predict, but never really imagined.

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Brian Bacino, SF Giants, Sports