Hi, I'm Ernest Baker
Writer. Creative Director. Storyteller.For more than 15 years, I’ve partnered with the world’s most influential people and brands to craft impactful, award-winning work across marketing and journalism.I grew up around Chicago and currently split my time between Los Angeles, New York, and London.From the boardroom to the newsroom, I'm here to make life better for every colleague and company I connect with. These are some of my favorite creations and experiences. Enjoy.
A Message From Luka Doncic
I built Gatorade’s “Traitor” spot around a single powerful image. No exposition, no extras — just tension and a message that cut through the noise: “No love lost. Only sweat.” The piece turned a charged narrative moment into a simple, iconic visual that let Luka’s presence do all the talking. We won three Clio awards for this one.
Jordan's All-Star Festival
During the 2025 NBA All-Star Weekend in the Bay, I contributed creative direction for Jordan’s Fam Fest, shaping the on-the-ground experience from concept to execution, ultimately transforming a former navy base into an immersive Jordan-branded world that felt true to the city, teeming with electric All-Star energy.
On Tour With Tyler The Creator
One of music's weirdest and smartest young stars invited me on his tour bus for a trip between sold out concerts in New Orleans and Dallas. I got to witness the magic behind his platinum-selling, Grammy-winning formula firsthand.
Digital Netflix Documentaries
The streaming service was looking for a unique way to promote their series Dear White People, a dramedy about the experiences of black students at a fictional Ivy League university. I ideated and produced Netflix's Taking Up Space — a digital documentary series about the real-life stories of students in a similar position at Harvard and Yale.
Owning Culture With Beats By Dre
Beats needed a solution to promote their headphones, the Straight Outta Compton film, and Dr. Dre's musical legacy at once. I helped develop the concept, copywriting, and social media strategy for the Cannes Lion-winning Straight Outta Somewhere campaign that ensued.
Caitlin Clark Aims for Greatness
Creative directing Gatorade’s viral video with Caitlin Clark at the Super Bowl in New Orleans was a blast. Switching it up from basketball, we got her to throw some laser-sharp football passes — a playful yet powerful moment that highlighted her multi-sport talent and Gatorade’s role in athletic excellence.
Record-Setting NBA 2K Revenue
I was a leader on the marketing team that helped sell more than 10 million units of NBA 2K21 and drove a record $3.37 billion in annual revenue for video game conglomerate Take-Two. I collaborated with NBA players and Instagram, TikTok, X, and YouTube to maximize the reach of our media.
A $700 Million Blockbuster
Sports fans were shocked when the legendary Staples Center became Crypto.com Arena — literally overnight. I spoke to execs on both sides of the deal for an inside look at the extremely expensive and complicated transaction.
Dirk's Priceless Advice for Coop
I loved working on Gatorade’s film where Dirk Nowitzki welcomes and mentors Cooper Flagg as he joins the Mavericks. The piece blends a unique icon‐to-rookie story with genuine legacy. Dirk’s words of wisdom frame Flagg’s arrival not just as a draft pick, but as the next chapter in Dallas history.
Backstage With Drake
The Canadian rapper beat the odds to become hip-hop's preeminent superstar. I spent a week between his home, industry parties, and backstage at his headlining Coachella set investigating the joy and pain of his success.
LeBron's Utopian Vision for Akron
On the scene in Akron, Ohio where the LeBron James Family Foundation is on a mission to revitalize the basketball star's hometown community with school programs, housing, a job training facility, and health services.
RDCWorld's Wild Livestream
Working with streamers is no joke. During a grueling but hilarious live session with RDCWorld, we blended comedy, culture, and brand storytelling in realtime for Gatorade. It was new territory for the brand and an essential element of Super Bowl Weekend 2025 with the best moments trending all over social media.
Sweat Meets Streetwear
I spearheaded the creative direction for Gatorade × Eric Emanuel’s capsule collection, weaving together sport heritage and streetwear. From conceptual mood boards to campaign visuals, we executed a launch that felt both athletically rooted and culturally relevant — bringing Gatorade’s legacy into the world of high-end, performance-inspired fashion.
La Liga's Great Expectations
With a $2.3 billion investment from CVC Capital Partners in hand, Spain's premier soccer league is on a quest to become the planet's most popular sporting institution. I went to Madrid to find out more about their plans.
Elevating Artists on Apple Music
During my time as the editorial lead at music distributor UnitedMasters, we won a Cannes Lion and Clio for our soundtrack collaboration with the NBA. Soon after, we elevated the project with an exclusive Apple Music partnership dedicated to playlisting and promoting independent artists.
A Historic Fight in Las Vegas
Tension was in the air and millions of dollars were at stake at the third Canelo-GGG match in Sin City. I met up with both boxers on the Strip before their iconic trilogy reached its dramatic conclusion.
The NBA's Youngest Team Owner
Mat Ishbia made history when he acquired the Phoenix Suns for $4 billion. I sat down with the 44-year-old at his team's arena to talk about trading for Kevin Durant, media rights deals, and the rest of his fiery start.
Naomi Osaka Makes A Statement
I wrote and conceptualized Hyperice’s “Humanity” commercial, voiced by Naomi Osaka. The tennis champion's narration called out systemic inequities through the lens of a company that wanted to boldly proclaim that caring for your body and each other aren’t separate journeys.
Introducing A'ja Wilson
I directed the creative for Gatorade’s campaign announcing that WNBA champion A’ja Wilson joined the brand. The shoot combined power, poise, and grit — spotlighting her MVP swagger through bold lighting and dynamic framing — to underscore her status as both an elite athlete and a cultural icon.
Debating Sports on ESPN
ESPN was sourcing material that would help them own digital channels with the same authority as their grasp on linear television. I produced and marketed one of the elements in realizing that strategy: Last Table — an ESPN digital series that brought athletes and celebrities together for sports debates over dinner.
The Future of Competitive Sailing
SailGP, brainchild of champion yachtsman Sir Russell Coutts and Oracle founder Larry Ellison, wants to bring sailing to the masses. I got a personal look at the ambitious operation during a season finale in San Francisco.