Every season, the NFL highlights players and the important causes they support through the My Cause My Cleats initiative. This year, Dallas Cowboys QB Dak Prescott teamed up with shoe designer Jake Danklefs of Dank & Co and Baylor Scott & White Health to shine a light on his Faith Fight Finish foundation and the early detection of cancer.
Working with directors Andy Mahr and Ashton Rodgers, we set out to capture the making of Dak’s cleats from start to finish. Shot in three parts, the film documents the initial zoom call, the design behind the cleats, and the emotional moment of Jake delivering the cleats to Dak. From the beginning, there was a special connection between Dak and shoe designer, Jake Danklefs, as both lost a parent to colon cancer. The final design beautifully represents Dak’s foundation and his mom’s love of Betty Boop to raise awareness about the importance of early detection.
Dak will wear his custom cleats during the NFL My Cause My Cleats game between the Dallas Cowboys vs Indianapolis Colts on December 4, 2022. The film was pushed out on all social channels prior to the game and drives to BSWHealth.com/GetScreened where viewers can learn about early detection and schedule a screening.
The American Cancer Society says the earlier you catch cancer the less time it has to grow or spread. This often means less-invasive cancer treatment and a better survival rate. As the official healthcare sponsor of the Dallas Cowboys, Baylor Scott & White Health aims to inspire Texans and their loved ones to get screened.
Client: Baylor Scott & White Health
Directors: Andy Mahr & Ashton Rodgers, Charlie Uniform Tango
Production Company: Charlie Uniform Tango
Photographer: Andy Mahr
Principal/Creative Director: David Wilgus, Launch Agency
Principal/Creative Director: Diane Seimetz, Launch Agency
Creative Director/Art Director: Brian Dedering, Launch Agency
Creative Director/Copywriter: April Steinbach, Launch Agency
Associate Creative Director: Caleb Alba
Account Director: Jason Giles, Launch Agency
Assistant Account Executive: Lucy Galloway
Producer: Jaime Roderer, Dogtails Media Lab
Producer: Michael Wagner, Charlie Uniform Tango
Editor: Rodney Demeglio, Charlie Uniform Tango
Colorist: Joey Waldrip, Charlie Uniform Tango
Graphics: Gray Wilcox, Charlie Uniform Tango
Sound Design: Jake Kluge, Charlie Uniform Tango
Music: Atomica Music
Ben Day, Director of Creative, Baylor Scott & White Health
Tyson Stuart, Brand Manager/Sports Sponsorships/Digital, Baylor Scott & White Health
Kristn Owens, Director of Consumer Marketing/Brand Strategy & Planning, Baylor Scott & White Health
Robin Kraase, Brand Planning + Strategy, Baylor Scott & White Health
Megan Doss, Marketing Producer Creative & Brand Management, Baylor Scott & White Health