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Baker Street
December 16, 2014

A Giant Postseason. Together.


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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.)


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


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


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.)


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


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


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


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


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.)


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


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


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


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


10.25.14 Post: 2014 World Series Game 4. #OctoberTogether


10.26.14 Post: 2014 World Series Game 5. #OctoberTogether


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


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


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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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


Brian Bacino, Creative Chief B2

June 5, 2013

What The Kids Are Up To: Sunrise Tradition


Whether it’s a summer BBQ with extended family, a nightly trip to a local ice cream parlor, or even watching your favorite football team on the weekend, almost everyone has some sort of tradition in which he or she partakes. But in this fast-paced world we live in, these regular rituals are slowly but surely disappearing. Nowadays, it’s not uncommon for work, jobs around the house, sports practices, or fatigue to get in the way of a previous commitment, sometimes ending a trend that had withstood the test of time. Which is why, when we’re all home, my closest friends and I make sure one tradition of ours remains alive and well.

It started as a fun idea that we had all wanted to try, but soon evolved into a full-blown routine with new additions every time it occurs. The tradition is as follows: one morning when we have all returned from our various adventures away from home, the five of us rise and shine bright and early, and head off to a previously selected location in San Francisco or the Marin Headlands. Once situated, we sit in the dark and watch as the sun peaks over Mount Diablo, and sneaks its rays into the Bay Area and downtown SF. After blinding ourselves for about 30 minutes or so, we get back into the car and head for Haight Street.


Creative Intern Kirk, From the Desk of the Intern

May 20, 2013

From the Desk of Intern Kirk: Bay to Breakers 2013


What The Kids Are Up To:

Over the weekend, the annual running, jogging, and party-walking of San Francisco’s Bay to Breakers took place. With the added bonus of Stage 8 of the Tour of California starting in the Marina, the entire city was buzzing. Participating in, or at least watching Bakers Breakers (as my family used to call it) has been an annual tradition, and it’s always a weekend to enjoy what can only be described as classic San Francisco. Even though floats, large bags, and alcohol (to a certain extent) have been removed from the race, the 30,000 registered runners, plus thousands of others joining the party, turned the city into one big celebration on Sunday morning.


Creative Intern Kirk, From the Desk of the Intern

May 20, 2013

From the Desk of Intern Kirk: Exploring AT&T



Monday was a convenient day to post my blogs from last week, as most of the office was organizing the trip up north that a few employees will embark on tomorrow. With a few technical malfunctions and difficulties behind me, I successfully posted blogs three and four onto the web page. Next internet sensation? I’ll let you decide, but all I can say is watch out Psy.

Once the blog work was done and dusted, I continued brainstorming ideas for the upcoming spot with Matt Cain and Angel Pagan. I haven’t been told if there is a direction this ad is supposed to take, or if there is a certain goal BSA wants to achieve with it, but I’ve been taking multiple approaches in my ideas. We’ll have to see what B2 thinks of the rookie’s ideas.


Creative Intern Kirk, From the Desk of the Intern, SF Giants

May 13, 2013

From the Desk of Intern Kirk: Welcome Back to Your Childhood


What The Kids Are Up To:

Over the weekend, plenty of teenagers returned from college. So watch out San Francisco bars, a rush of 19 and 20 year olds with improper identification is heading your way! And what goes hand in hand with returning from dorm life? Moving back in with your parents. Every college student’s dream! But beyond interactions with former empty nesters who are delighted to see their proverbial cows come home, it has been interesting to see how the college life has changed (or hasn’t changed) my high school buddies.


Creative Intern Kirk, From the Desk of the Intern

May 7, 2013

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


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.


Creative Intern Kirk, From the Desk of the Intern