April 13, 2017

Siempre Contigo Campaign 2017

Human truths have a universal language.
Brand truths are the ultimate message.

These two principals are the cornerstones of one of Baker Street’s most powerful and influential campaigns ever imagined for our NorCal Honda client. It also happens to be our Hispanic effort, “Siempre Contigo,” which means “Always with You.”

This year’s campaign features four new stories that proclaim with emotion and authenticity that Honda is always there for life’s special moments, thanks to its legendary dependability.
:30 TV Spot: “Checklist”
(View the Spanish version at: https://vimeo.com/213148460)

:30 TV Spot: “Lunchbox”
(View the Spanish version at: https://vimeo.com/213148672)

:30 TV Spot: “Firefighter”
(View the Spanish version at: https://vimeo.com/213148838)

:30 TV Spot: “Lion”
(View the Spanish version at: https://vimeo.com/213148929)

In-Store Signage

Our fabulous husband and wife photography team, the Conroys, also captured these moments beautifully for our suite of POP and digital efforts.

Free-Standing Floor Signs

In-Dealership Posters

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriters: Claudio Martinez-Valle/Robert Leon
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager/Lion Double: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Alan Chimenti, Ntropic Editorial
Post Producer: Danielle Cheifetz, Ntropic Editorial
Colorists: Chris Martin & Nick Sanders, Ntropic Editorial
Graphics Artist: Erica Poat, Ntropic Editorial
Flame Artist: Mark Everson, Ntropic Editorial
Assistant Editor: Gillen Burch, Ntropic Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Photography Credits:
Jessica Tanzer Conroy and Alexx Conroy, Conroy Tanzer Photographic Services

Brian Bacino, Honda

February 15, 2017

An Unprecedented Presidents Day

By: Brian Bacino

“Did you hear the Presidents’ news?”
“Ya. It’s Unprecedented.”

That’s the premise of our new TV commercial and internet films for NorCal Honda’s Unprecedented Presidents Day Sale.

:30 Unprecedented Presidents Day TV Spot

Our Honda Presidential Icons are back by popular demand and this time find themselves talking politics in a diner. At least that’s what it seems like they are discussing in this surreal spot that begins like a scene out of Pulp Fiction before revealing George Washington and Abe Lincoln having pancakes and bacon and chewing the fat about the unprecedented president news. Of course, the news turns out to be unprecedented deals on new Hondas.

Subsequent internet films drop in on the First and Sixteenth Presidents as they get their groove on in a new Civic and see how many Potuses they can put in the back of a CR-V. Fun stuff created on the fly at our TV shoot by our in-house crew, Lesly Pyle and Harrison Chapman.

“10-Speaker Sound System” Social Video

“160-Watt Man Bun” Social Video

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Lesly Pyle
Art Directors: Corey Stolberg/Jason Wong
Social Animator: Xavier Li
Producer: Brody McHugh
Social Video Cameraman/Editor: Harrison Chapman
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Assistant Account Executive: Noah Zepponi

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Mark Dwyer, Dwyer Productions
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor/Post Producer: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
CG Artist: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Brian Bacino, Creative Chief B2, Honda, Presidents' Day Sale

January 9, 2017

Honda Wallet Vacation

By: Brian Bacino

As we not so subtly pointed out in our “Almost Over” Happy Honda Days spot, holiday shopping can really put your wallet through the wringer.

That’s why we followed up with the first annual Honda Wallet Vacation Sale. The dream child of art director, Sarah Inglis, and carefully sculpted by the Editorial and FX team at Beast, The Wallet Vacation Sale takes us to an exotic island fantasy where we see nothing but wallets and purses chilling out, thanks to Honda’s unique No Payment for 90 Days offer.

:30 Wallet Vacation TV Spot: Sedan

:30 Wallet Vacation TV Spot: SUV

In-Store Signage

Baker Street Advertising Credits:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Art Director: Sarah Inglis
Copywriters: Sarah Inglis/Bob Dorfman/Robert Leon
Social Animator: Xavier Li
Producer: Brody McHugh
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Assistant Account Executive: Noah Zepponi

Production Credits:
Executive Producer: Lori Joseph, Beast Editorial & SFX
Producer: Gordon Wittman, Beast Editorial & SFX
VFX Supervisor/CG Artist: Michael, Beast Editorial & SFX
CG Artist: Evan Ryan, Beast Editorial & SFX
Editor: Darren Orr, Beast Editorial & SFX
Color/Online Artist: Matt Trivan, Beast Editorial & SFX
Audio Mixer: Andy Greenberg, One Union

Brian Bacino, Creative Chief B2, Honda

December 20, 2016

2016 Year In Review

By: Brian Bacino

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

October 13, 2016

#BelievenHurts

By: Brian Bacino

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

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 weren’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.

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

July 15, 2016

Honda “Go Small. Get Big.”

By: Brian Bacino

It is often said that when it comes to creating advertising and marketing experiences, if you want it Good, Fast, and Cheap you have to choose 2.
Well, we just destroyed that myth.

In just 4 weeks Baker Street identified a key strategic insight, tested its potential lift and created a hard-hitting, visually-stunning campaign for our NorCal Honda Client, spending a fraction of what competitors pay for production. (Of course we nearly killed our producer, Brody McHugh, in the process but she seems to be coming around. So it’s all good.)

During our Discovery process, our Economic Behaviorists, identified a national trend showing many drivers opting for sub compact cars and smaller SUVs and trucks. To take advantage of this trend, and to show off Hondas legendary line of small and sporty cars, especially the new HR-V, Baker Street quickly created this multi-channel campaign idea that had a field day with forced perspective photography and film. These eye-popping spots show when you Go Small you Get Big time performance, space, and pure fun.

HR-V Spot:

Fit Spot:

Civic Spot:

HR-V + Fit Combo Spot:

Floor Stand and Banner:

In-Store Poster:

Social Posts:

Credits, Baker Street Advertising:
Chief Creative Officer: Brian Bacino
President: Jack Boland
Chief Strategy Officer: Don Donovan
Copywriter: Bob Dorfman
Art Director: Corey Stolberg
Producer: Brody McHugh
Senior Strategist: Howie Leibach
Creative Manager/Copywriter (Social): Lesly Pyle
In-House Editor/Cameraman: Harrison Chapman
Group Account Director: Dan Nilsen
Senior Account Executive: Megan Boland
Assistant Account Executive: Noah Zepponi

Credits, Production:
Director: Brian Bacino, Baker Street Advertising
Producer: Jed Mortenson, Waypoint Films
DP: Kevin Emmons
Post ECD: Nathan Robinson, Ntropic
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Ntropic
Assistant Editor: Gillen Burch, Ntropic
Lead Flame Artist: Matt Tremaglio, Ntropic
Flame Artist: Nathan Walker, Ntropic
Senior Designer: Tali Oliver, Ntropic
Design Assistant: Erica Post, Ntropic
Assistant: Yvonne Pon, Ntropic
Senior Producer/Head of Production: Emily Avoujageli, Ntropic
Audio Mixer: Andy Greenberg, One Union

Brian Bacino, Honda

April 1, 2016

Even Year: Giants 2016 Campaign

By: Brian Bacino

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.

Agency Credits

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 Credits

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

Brian Bacino, Creative Chief B2, Sports, Sports Marketing

February 29, 2016

Presidential Valentine’s Day

By: Brian Bacino

Everybody has a Presidents’ Day Sale. Everybody has a Valentine’s Day Sale. But only the Northern California Honda Dealers have a Presidential Valentine’s Day Sale. This little Baker Street holiday promotion creation helped Honda hit a record February. Thanks Abe and George and pretty lingerie saleswoman lady.

TV Spot “Presidential Valentine’s” :30

Agency Credits

President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Art Director: Corey Stolberg
Copywriter: Bob Dorfman
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Senior Account Executives: Megan Boland and Christine Rodriguez

Production Credits

Director, Brian Bacino, Baker Street Advertising
Executive Producer, Mark Dwyer, Dwyer Productions
DP: Kevin Emmons
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Audio Engineer: Andy Greenberg, One Union

Brian Bacino, Creative Chief B2, Honda, Presidents' Day Sale

December 29, 2015

2015: Year In Review

By: Brian Bacino

2015 That just happened.

Baker Street Advertising started 2015 like we usually do in odd years: creating world class work for the World Champion San Francisco Giants. We also elevated our work for Northern California Honda Dealers with our elegant, yet sometimes hilarious, NorCal Gets It campaign. Our #AskAnyHondaDriver digital films and app shattered previous earned media records. As did our #Snacktivities films created for Sun-Maid Raisins. We reached new levels of insight discovery and behavioral targeting and helped our Clients reach their goals with more mobile and digital video than ever before. Along the way we picked up Digital Agency of the Year honors at the IMA Impact15 Awards, and put a dozen more creative awards on the shelf honoring 2014s work.

But before we hurt a collective rotator cuff patting ourself on the back, we must give props and salutations to our imaginative, bold thinking Client partners who push us, challenge us, and at times take great leaps of faith with us to achieve work we are all proud of. And last but not least, we owe thanks to our production partners: producers, cameramen, editors, fx magicians, colorists, sound engineers, photographers, animators, printers, and, of course, crew and bartenders. We hope you all are as proud of the work as we are:

(HD is worth the wait.)

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

October 11, 2015

New Hondas For All

By: Brian Bacino

The most innovative aspect of our new integrated campaign for Honda iswe made the whole thing up!

Using our proprietary Discovery technique we unearthed a brand new insight that resulted in a brand new sales event targeted to people who were NOT THINKING of a brand new car. We targeted used car shoppers with a remarkable fact: Hondas are currently priced so low, theres no reason to consider used. Couple that with the psychology of giving your child the safest, most reliable option, and youve got yourself a W.

TV Spot 1 “Cannonball” :30

TV Spot 2 “Cheeseburger” :30

Social Video 1 “Diving Kid” :10

Social Video 2 “New vs. Used” :10

POP:

Credits, Baker Street Advertising:

President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer (TV/Print/Social): Brian Bacino
Art Director (TV/Print/Web/Social): Corey Stolberg
Copywriter (TV/Print/Web/Social): Bob Dorfman
Producer (TV): Brody McHugh
Behind-The-Scenes Photographer: Lesly Pyle
Editor (Social): Harrison Chapman
Group Account Director: Dan Nilsen
Senior Account Executive: Megan Boland
Production (Print): Jeff Teator

Above Water Diver: Rick Pomi (does his own stunts).

Below Water Diver: Harrison Chapman (does whatever it takes to get the shot.)

Credits, TV Production:

Director, Brian Bacino, Baker Street Advertising
Executive Producer, Mark Dwyer, Dwyer Productions
DP: Kevin Emmons
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Post Producer: Todd Lindow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Audio Engineer: Andy Greenberg, One Union

Underwater B-Cam Operator, Harrison Chapman, Baker Street Advertising

Brian Bacino, Creative Chief B2, Honda