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Baker Street
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
Director of Photography “Meet The Closer”: Keith Pikus
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

May 20, 2017
Brian Bacino

NorCal Honda’s Testimonial Campaign: 17 Stories and Counting

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With this year’s batch of #AskAnyHondaDriver testimonial stories, we add a radio celeb, a Cuban National basketball player turned singer, a plant nursery guru, and an Indian wedding planner. We now have created 17 films about the genuine passion Bay Area folks have for their Hondas. Check out the short versions below. Or see the web-length versions on NorCal Honda’s Facebook page here: #AskAnyHondaDriver Web Stories. (And if you’re a proud Honda driver, you can submit your story to be considered for a chance to star in our next campaign here too.)

Ally’s Story “Civic” :30

Leyder’s Story “Accord” :30

Daljeet’s Story “Fit: Wedding Planner” :30

Phillip’s Story “CR-V” :30

Ally’s Story “CR-V” :30

Daljeet’s Story “Fit: Family Count” :30

The Prewitts’ Story “Wanda The Honda” :30

Laura’s Story “Civic” :30

Amanda’s Story “Accord” :30

Jan’s Story “Civic” :30

Sommer’s Story “Accord” :30

Jeanne and Connie’s Story “CR-V” :30

Lamont’s Story “Pilot” :30

The Twamleys’ Story “Civic” :30

Junie’s Story “Civic” :30

Indira’s Story “CR-V” :30

Cheryl’s Story “Accord” :30

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer/Copywriter: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Robert Leon/Lesly Pyle
Art Directors: Ken Woodard/Sarah Inglis
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
DP: Kevin Emmons
Editors: Alan Chimenti, Ntropic/Michael Pickman-Thoon and Leif Salvesen, Rough House Editorial
Motion Graphics and Compositing: Eric Stafford, Rough House Editorial

Brian Bacino, Creative Chief B2, Honda

May 15, 2017
Sarah Inglis

Mariani’s Probiotic Prunes Deliver a 1-2 Punch to Pills and Yogurt

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Despite “probiotics” being a buzzword, there’s been a lot of confusion in the category. So when Mariani asked BSA to help launch the world’s first Probiotic Prunes, we strove for transparency.

We challenged consumer notions of probiotics by directly addressing our two biggest competitors — yogurt & pills. Creating several online videos, we demonstrated why Mariani’s Probiotic Prunes offered a better route to good digestive & immune health — one that didn’t include yogurt’s high sugar content or add to consumer pill fatigue. And to pique viewers’ curiosity, we leveraged a few bizarre visuals and injected some humor into the messaging.

Here’s our launch spot:

And two shorter spots that narrowed in on our major probiotic competition. In this version, Mariani warns against a Pillpocalypse:

And here, Mariani takes a swing at probiotic yogurt:

The videos led to a landing page with more in-depth explanations of the product benefits:

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriter: Robert Leon
Art Director: Sarah Inglis
Producer: Brody McHugh
Senior Strategist: Howie Leibach
Senior Account Executive: Juliana King

Production Credits:
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor/Animator: Darren Orr, Beast
Sound Engineer: Andy Greenberg, One Union Recording Studios

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