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
We 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. Won three Clio awards for this one.
Adobe's Sundance Manifesto
I creative directed content for Adobe's on-the-ground capture at the 2026 Sundance Film Festival. The very last one in Park City. We spoke to filmmakers debuting movies at Sundance and the screenwriters behind KPop Demon Hunters about "why they create" for a visual manifesto supporting the company's new Made To Create campaign.
Google Gemini Goes to the World Cup
We had to show viewers how Gemini can be the perfect companion for fans. We made a fast-paced, high-stakes social spot timed perfectly to Team USA's run at the world's biggest sporting event.
A Netflix Documentary
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.
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.
Jordan 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.
Gatorade's Times Square Takeover
The Knicks won the 2026 NBA Finals and Gatorade wanted to show their partner Karl-Anthony Towns some love. We made that happen in the biggest way with creative at the Crossroads of the World.
The Arrival of Frank Ocean
Before the Grammys, the global mystique, and Blonde, there was a brilliant kid from New Orleans trying to reshape R&B. I sat down with Frank Ocean for one of his first-ever definitive interviews, capturing a generational voice right as the world was starting to wake up to his genius.
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.
A Conversation With Pharrell
When "Happy" was the biggest song on earth, I caught up with Pharrell to cut through the noise and figure out how a timeless auteur stays human at the absolute peak of pop culture.
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.
Creating With Tycho
Concepted and directed on-set for Adobe's profile on ambient musician Tycho. Shot across San Francisco and the historic Castro Theater, the film captures the parallel evolution of his iconic sound design and 30-year legacy of visual art with Adobe tools.
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 on content and worked directly with Instagram, TikTok, X, and YouTube to maximize the reach of everything we did.
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.
Naming A No. 1 Album
When Drake and Future linked up for their legendary mixtape, I got asked to think of a name for the project. My first thought: What A Time To Be Alive. It stuck and the phrase permanently entered the cultural lexicon. Random but true.
Up Close With Lana Del Rey
Right as Born To Die was polarizing the entire music ecosystem, I went behind the curtain with Lana Del Rey. In one of her first major, unfiltered interviews, we cut through the overnight success, the backlash, and the rumors for a revealing portrait of the calculated visionary beneath the storm.
Dirk's Advice for Coop
A Gatorade film where Dirk Nowitzki welcomes and mentors Cooper Flagg as he joins the Mavericks. Dirk’s words of wisdom frame Flagg’s arrival as not just a draft pick, but the next chapter in Dallas history.
Caitlin Clark Aims for Greatness
Got to creative direct Gatorade’s viral video with Caitlin Clark at the Super Bowl in New Orleans. We switched it up from basketball and she threw some laser-sharp football passes. A playful yet powerful moment. She knows ball.
A Soccer Champ's Journey With Adobe
Linked up with Olympic gold medalist, FIFA World Cup winner, and NWSL champion Kelley O'Hara for content about how she uses Adobe tools to make the game of soccer even more creative.
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
Creative direction for Gatorade × Eric Emanuel’s capsule collection rollout. We brought a legacy sports giant into the world of premium streetwear and sold out the entire drop when it was all said and done.
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. We kept the momentum going with an exclusive Apple Music partnership dedicated to playlisting and promoting independent artists.
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.
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. Power, poise, and success. The MVP is on a throne of her own.
Digital Debates 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.
Google Gemini's Soccer House
With the Gemini Photobooth on the ground in Venice Beach, I creative directed a raw, quick-turn social spot to spread the word as Los Angeles celebrated the World Cup.
The Linkin Park Connection
I wrote a scathing critique of modern rock music. It caught the attention of Linkin Park’s Mike Shinoda, leading to a phone call about the genre's trajectory—an exchange that ultimately pushed the band to abandon their electronic pivot and return to aggressive, heavy rock on The Hunting Party.
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.
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.
Nas Revisits His Magnum Opus
For the anniversary of the Illmatic, I sat down with Nas to unpack the legacy of one of the greatest albums ever made. We skipped the nostalgia and got into the mindset behind the masterpiece. I found out why he's focused on the future more than his cherished classic.
An Award-Winning Origin Story
In a year when Gatorade wanted to make a bigger deal about its heritage, we got the perfect opportunity. I creative directed a campaign that simultaneously congratulated the Florida Gators on winning the NCAA March Madness tournament and reminded the world about the brand's 1965 origin story in a University of Florida lab. The work captured a Clio and proved that real stories make the best copy.
