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Baker Street Advertising
December 16, 2014
Brian Bacino

A Giant Postseason. Together.

By:

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That just happened.

The San Francisco Giants not only shocked the world again, but they kept us busy all through October — and happily celebrating most of November. So now on the eve of starting all over again for the 2015 season, we look back and share our Orange October digital, print, and outdoor efforts.

A special thanks and giant ups to photographer Brad Mangin whose genius inspired and often lensed the work of this year’s campaign. (manginphotography.com)

As the SF Giants leveled each impossible challenge, we stayed busy stirring the particles and stoking the mojo with our multi-platform social media pep rally.

Can’t wait to do it again.

Social Media Campaign:  

As a new story evolved daily throughout the post season, so did our presence in the Socialsphere. Here’s our Facebook, Twitter and Instagram campaign from Game 1 of the NLDS through Game 7 of the most Classic of Falls.

9.30.14 Post: If you had to win 1 game in enemy territory, you might as well send up an 18-game winner with a 2.98 era, a devastating left-handed slider, and the ability to fix the team bus if it breaks down on the way to PNC Park from the hotel: Suffice it to say, we at Baker Street are #Madbumbelievers!
(Photo by Brad Mangin.)

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10.3.14 Post: Yes, yes, yes…%$&-ing yes! #OrangeOctober #OctoberTogether #SFGiants (Pence Photo by Brad Mangin.)


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10.4.14 Post: Even though he’s out of the lineup, he’s still in it. #OrangeOctober #OctoberTogether #SFGiants (Photos by Brad Mangin.)


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10.6.14 Post: You can feel it in the air. It’s Panda Time. Let the big bear eat! #OrangeOctober #OctoberTogether #SFGiants (Panda Photo by Brad Mangin.)

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10.7.14 Post: Looking for the Beast to pull a Willis Reed at any moment. #OrangeOctober #OctoberTogether #SFGiants (Morse Photo by Brad Mangin.)

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10.7.14 Post: Start the chainsaw! GRRRRRRR! #RallyVogey #OctoberTogether #BSABelieves (Photo by Brad Mangin.)

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10.8.14 Post: Back against a wall? Who ya gonna call? #PenceVsFenceNoContest #OctoberTogether #OrangeTogether #SFGiants


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10.14.14 Post: Stick Together. #OctoberTogether (Panda Photo by Brad Mangin.)

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10.15.14 Post: Start the chainsaw. #OctoberTogether #RallyVogey (Posey Photo by Brad Mangin.)

The Embarcadero

10.16.14 Post: Bring’n Giant Game 5 Vibe. #OctoberTogether (Photo by Brad Mangin.)

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10.17.14 Post: “Saddle the HeII up! We’re burning it down!!!” #OctoberTogether #BurnItDownTogether

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10.21.14 Post: Live from KC: Madness. One Step Beyond. #OctoberTogether

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10.22.14 Post: Are you ready to get peaved in KC? #OctoberTogether

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10.24.14 Post: Tonight Live from AT&T Park: “Huddy and the Killer P’s.” #OctoberTogether  (Posey Photo by Brad Mangin.)

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10.25.14 Post: 2014 World Series Game 4. #OctoberTogether

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10.26.14 Post: 2014 World Series Game 5. #OctoberTogether

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10.28.14 Post: Our bet is Peavy starts cussing during the National Anthem. #OctoberTogether


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10.29.14 Post: Hudson to Lopez to Bumgarner to Affeldt to Romo to Casilla to Market Street. #OctoberTogether

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Print Campaign:  

We believed it would happen, even before it did. Our team worked feverishly to create congratulatory print ads in anticipation of our third World Championship in five years. We cheered proudly when Panda caught that fly for the last out. And again when these came out in the San Francisco Chronicle.

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A detail of the epic journey from the print ad above. Because, well, you’re gonna want to read this. (Click to zoom.)

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OOH Campaign:  

When we create postseason outdoor, we have no idea what fate has in store for the Giants. So we create messages that endure no matter what the outcome of the postseason.

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Credits:

President: Jack Boland

Chief Creative Officer/CW: Brian Bacino

Chief Strategy Officer: Don Donovan

Lead AD/Designer: Carrie Ammermann

AD: Sarah Inglis

CD/CW: Bob Dorfman

CW/Copyeditor: Robert Leon

Account Management: Viviana Bustillo-Aruca

Print Production: Jeff Teator

Social Content Manager/CW: Lesly Pyle

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Brian Bacino, Creative Chief B2

April 5, 2014
Brian Bacino

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

By:
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.
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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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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

By:

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!

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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.

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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 7, 2013
Sherlock

From the Desk of Intern Kirk: First Week on the Job

By:

Day 1 (Wednesday):

Today marks the start of my internship at Baker Street Advertising! First, some background: I had been looking for a summer internship/job in the advertising or video industry, and over winter break I dropped off my résumé, a cover letter, and any other necessary information at a few different firms. I heard back from Baker Street while I was in Philadelphia (more on that later), and couldn’t wait to get started. After doing some research I realized that although I didn’t know it, I had actually seen plenty of Baker Street Advertising’s work around San Francisco. From Honda ads to Giants posters, it was pretty neat to know that I would soon be able to see what went into the creation process of these products. I was working for the Philadelphia Flyers as an Operations Intern at the time, and although I was looking forward to coming back to the Bay Area and its weather (who knew it could snow in April), knowing I would gain another valuable, interesting experience made me all the more excited.

One thing that I’ve noticed is that I have immediately been put to work, which is great. In my mind, the busier the better, and after meeting almost everyone I was given my first project. I headed to the Giants stadium right off the bat (ha!), to take photos of Baker Street’s banners that have been erected for the 2013 season.  The banners are lined up along the trolley lines, and when positioned correctly, one can take a photo that includes as many as six or seven banners in the frame. It was a chance to enjoy some California sunshine for the first time in a few months, as well as get some strange looks from trolley operators as I stood in between the tracks.

(more…)

Creative Intern Kirk, From the Desk of the Intern

April 5, 2013
Brian Bacino

From the Desk of the Creative Chief: Giants Opening Day

By:

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