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Baker Street
December 16, 2013

From the Desk of the Creative Chief: USF Athletics


Aim Higher

The University of San Francisco asked Baker Street to create a unique campaign expression for the Athletic Department — a fresh rallying cry–that supported the university’s overall academic mantra: “change the world from here”.

Our “Aim Higher” campaign reminds student athletes and fans that USF always strives to win, but only the right way — that means with outstanding sportsmanship, academic excellence, and high character. We want everyone to know that even though USF has a successful athletic program, there really is more to it than just winning.

2012_USF Pole Banners_FINAL_1

For our latest campaign execution we shot USF athletes on the Red Epic camera in super slow motion. A haunting track created by Aaron Robinson of Ntropic, featuring vocalist Emily Nelson, accompanies the student athletes as they rise through the air. The point of this spot was to express the Aim Higher ideal and introduce the Dons new mobile app.

Click below to view the spot.



Director: Brian Bacino
DP: Clay “by the Bay” Kempf
Production Company: Evolve Media
Executive Producer: Tommy Maples
Producer: Trevor Dudeck
Editors: Oscar Bucher & Satva Leung
Music: Aaron Robinson feat. Emily Nelson
Color: Spy Editorial
Steadicam: Matt Straus
Gaffer/Grip: Scott Keenan
AC / DIT: Karl Mollohan
VFX Artist: JT Bruce

Chief Creative Officer: Brian Bacino

Copy Writer/Creative Director: Bob Dorfman

Art Director/Creative Director: Corey Stolberg

President: Jack Boland

Account Executives: Dan Nilsen and Gloria Birch

Brian Bacino, Creative Chief B2, Sports

May 9, 2013

From the Desk of Intern Kirk: Texting Takeover


What The Kids Are Up To:

The texting takeover continues. Being back in San Francisco, around people my age, has shed a new light on how reliant the youth of America have become on texting. I was in Germany all fall, where I had a phone that cost €1 per text, which, needless to say, far exceeds the value of a couple of “LOLs,”or anything that can’t be communicated the old-fashioned way. That is to say, by actually talking. In Philadelphia, I was surrounded by a less text-savvy crowd, so it wasn’t until I came back to the Bay that I realized again how prominent texting culture has become.

Personally, I’ve never been a huge fan of texting. I’ll text someone when the subject matter is too short to warrant a phone call, but I’ve found that organizing plans or checking in is far more efficient with merely a phone call. But I acknowledge that how someone uses his or her phone is a personal choice, and they can do as they please with their cellular device. I just have noticed that amid the mobile takeover, some pretty basic human functions have seemingly been tossed out the window. In just the first week home, I’ve seen more instances of people blocking out the real world to be one with their phone than I have in the past nine months. On Tuesday, I witnessed a man walk into a stop sign that he failed to notice because he was sending out a (presumably) urgent text. You might think texting while walking sounds like a joke. TWW is anything but. Last Saturday, while picking up groceries, I happened to look inside a restaurant I was passing by, and saw a young couple sitting across from each other, looking down at their phones. I stopped and watched them for a few minutes, and throughout the duration of my time observing, they never once picked up their heads and gave each other any kind of recognition.


Creative Intern Kirk, From the Desk of the Intern