Our “Discovery” phase of campaign development for the 2017 SF Giants revealed two key findings:
- 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.
- 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
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
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
Andy Kuno, SFG Productions