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 baseballs 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 Were 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.
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 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