let's go

Writer. Creative Director. Adventurer.

AB - Writer/ArtDirector/CreativeDirector/AdventurerBased in SouthernCalifornia & SouthEastAsia&777s.andrewbaker77@hotmail.com+1-949-295-0711 / +65-658-105-44

AB - Writer/ArtDirector/CreativeDirector/Adventurer
Based in SouthernCalifornia & SouthEastAsia&777s.
andrewbaker77@hotmail.com
+1-949-295-0711 / +65-658-105-44

They were blown away, thanks again for the amazing experience and ideas…lots and lots of great stuff.
- ECD Steve Elrick @ BBH Shanghai & Singapore, commenting on my creative leadership of the Cadillac China Project 
Hey Andrew, you’re a superstar, Joel [Ewanick] (at the time CMO of GM) actually made the touchdown sign after I read your first script, and it got better from there…you definitely nailed it just like we thought. So congratulations. Well done. And thank you!
- ECD Kevin Roddy (now @ Hal Riney) commenting on my creative leadership for a General Motors project. 
I just received a note from Alex Gellert saying how wonderfully you were received…we all couldn’t be happier, great work, so responsive and on top of your game. It never would have been pulled off without you, that I am certain.
- CEO Alex Gellert (via Kyle Dailey) at Merkley NYC commenting on my creative leadership for Mercedes-Benz.
CAR FREE DAYS
Yes, I do work on tons of non-car advertising. (Way way too many projects to remember, but some highlight brands are posted here.)

CAR FREE DAYS

Yes, I do work on tons of non-car advertising. (Way way too many projects to remember, but some highlight brands are posted here.)

I nearly cried…can you play it again.
- Deb Friedman, Nike Global Brand Director, commenting on my Nike pitch film. 

MERCEDES-BENZ SUPERBOWL TV. 
RELAUNCHING THE EPIC GULLWING.

Created in tandem with Executive Creative Director’s Andy and Randy at Merkley and Partners NYC, this spot was a launch for the rebirth of the $250,000 Mercedes-Benz SLS supercar, as well as an overall brand spot for Mercedes-Benz. 

MERCEDES-BENZ SUPERBOWL TV. 
2012 FULL-LINE LAUNCH.


Mercedes-Benz and Merkley NYC picked up a spot I originally wrote for the Mercedes-Benz GLK launch called “Welcome Home” and turned it into the 2012 full-line launch Superbowl spot.

SURFING SHANGHAI. 
BRANDING CADILLAC CHINA. 

The plan was a month of kite surfing Bali after two massive car pitches in NYC.

Transiting through Singapore the mobile rang, BBH Shanghai, with an opportunity to brand Cadillac China. A run to Tampines Mall for pants and I was airborne. 

In China, BMW was posting a year over 61% sales increase, and Mercedes-Benz was nearly at pace with 52%. Cadillac was in neutral. No one in China knew the brand or the cars. 

The first step was to find a simple ownable positioning powerful enough to put Cadillac on the short list of all the newly VP’d corporate execs.

Since the branding project, Cadillac China sales posted a July 2010 to July 2011 gain of 88%.

LEXUS DIGITAL 

Worked at Team One on Lexus Digital for a year. One of my favorite campaigns was for their new hybrid line. 

SAVING MERCEDES-BENZ.
THE 2008 ANTI-LUXURY CAR RECESSION.

During the economic melt-down of 2008, greed was definitely not good. And Mercedes-Benz was the most visible symbol of financial success, at at time when the wealthy were the suspects.

Suddenly our three pointed star logo felt more like a bullseye. 

The solution? Turn excessive spending into smarter spending through a radio campaign broad enough (we produced 24 commercials in this campaign) to saturate drive-time radio.

The spots were tailored for the unique micro-social-economic climates of the various freeways, and the campaign received awards and thank you letters and a standing ovation from thirty terrified SoCal dealers before going national. 

In the end, while BMW and Lexus posted 20% losses, Mercedes-Benz posted a 4% gain. 

Experience vs Ego
- No project is “beneath” me. Simply put, I love to create. One of my all time favorite pieces is still the coupon page I wrote for El Pollo Loco Fast Food:  ”Before you throw this away, you’d better check the fridge.” Whatever your creative need, please consider me, as it’s always fun.