Launching the Backyard Nectar Agave Story

Artificial is for AI.
Not agave.

In a world where artificial ingredients, dupes, fakes and faux everything are nothing new, it’s refreshing to find a brand embracing real, authentic, pure ingredients. Our newest client, Backyard Nectar doesn’t have to fake sweet. It’s naturally made that way with 100% organic blue agave. Founded by Ryan Huntley, a past bartender and spirit salesman, Backyard Nectar is sourced from a local farm in Mexico, which its owners lovingly refer to as: Ryan’s backyard. Once we embraced the story behind Backyard Nectar Agave, we began creating the first brand chapter: The website.

Like many startups out there, Ryan is in the beginning stages of launching his product and doesn’t have the big brand production budget. Yet. Not a problem for our Launch Agency studio. We have the talent needed to bring his product to life using our in-house capabilities. All food styling, propping, photography and video work was done at the office of Launch by Launchers. The result is an authentic, appetizing and informative site that leaves visitors wanting to learn more.

Ryan’s current goal is to get Backyard Nectar into more bars and restaurants and ultimately, get it on the shelves at local liquor stores. Cheers to entrepreneurs like Ryan! And cheers to a beautiful future working together!

Site development by Dustin Lawrence

AAF ADDYS HIGHLIGHTS


BRAVO TO OUR AMAZING CLIENTS AND PARTNERS

It was big night for Launch Agency and our clients at the 2024 AAF Addy Awards. From AR activations to cinema advertising to sports sponsorships, we received honors in 10 categories, including Judge’s Choice Award. Hats off to Baylor Scott & White McLane Children’s, Baylor Scott & White Health, Evergreen Power Solutions and Tulipalooza for trusting us with your beloved brands. Here’s to making work that makes a difference.


BAYLOR SCOTT & WHITE MCLANE’S

CINEMATOGRAPHY — JUDGE’S CHOICE & GOLD
CONSUMER CAMPAIGN — GOLD
IN-THEATRE COMMERCIAL — GOLD

DIRECTOR: HENRY MASON, PRODUCTION COMPANY: CHARLIE UNIFORM TANGO, PHOTOGRAPHER: CATHLIN MCCULLOUGH

TULIPALOOZA

SOCIAL CAUSE — SILVER

ILLUSTRATOR: KELLY BEGLEY

BAYLOR SCOTT & WHITE HEALTH
AND DAK PRESCOTT

BRANDED CONTENT — SILVER

DIRECTORS: ANDY X ASHTION, PRODUCTION COMPANY: CHARLIE UNIFORM TANGO

EVERGREEN POWER SOLUTIONS

ILLUSTRATION — SILVER

ILLUSTRATOR: KEITH BROWNING

BAYLOR SCOTT & WHITE HEALTH
AND JAKE OETTINGER

CONSUMER CAMPAIGN — SILVER
AUGMENTED REALITY — HONORABLE MENTION

PHOTOGRAPHER: ANDY MAHR, AR: GROOVE JONES, DIRECTOR: JOHN SUITS, NATURAL SELECTION

LAUNCH AGENCY WEBSITE

SELF PROMO — SILVER




Unleashing the power for Baylor Scott & White Health.


The power to live better™

Repositioning the largest not-for-profit healthcare system in the state takes a Texas-sized effort. To introduce Baylor Scott & White Health’s new mission to empower its patients, Launch Agency was proud to team up with agency partners, Monigle, Camelot Media and Door No. 3. Our combined efforts created a campaign that’s already seeing powerful results with a 12% increase in brand equity.*

The new customer-first positioning led to the creation of a new tagline from Launch, “The Power To Live Better” and a new brand identity from brand experience agency, Monigle. “The real power in healthcare lies within our customers, they allow us to do what we love. Our role is to inspire them to live better every day. This refreshing and joyful campaign repositions us as the support our patients need to improve every aspect of the care they receive,” said Ben Day, Director of Creative & Brand Management at Baylor Scott & White Health.

Launch Spot

By partnering with award-winning directing trio, The Fold, we created a series of spots taking viewers on an energetic and empowering journey showing what healthcare looks like from the POV of the consumer. The soundtrack for all spots includes vintage gospel song “Power” by Mattie Wigley that was rearranged by local musician Damon Criswell. And photography by Callie Lipkin beautifully celebrates our new visual expression across print, OOH, social and digital.

*Among key healthcare systems in our markets, Baylor Scott & White Health was the only brand to see significant movement in brand equity measures, with BERA scores showing a 12% increase from Q3 to Q4. The next closest brand saw only a 6.4% difference.

Client: Baylor Scott & White Health

Directors: The Fold

Production Company: Bunker Films

Editor: Adam Henderson, Charlie Uniform Tango

Sound Mix: Jake Kluge, Charlie Uniform Tango

Color: Charlie Uniform Tango

VFX: Charlie Uniform Tango

Music: Damon Criswell

Photographer: Callie Lipkin

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: DianeSeimetz, Launch Agency

Group Creative Director/Copywriter: April Steinbach, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Supervisor: Bailey Trout, Launch Agency

Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Print Producer: Alicia Conner, See Pictures

Director of Creative & Brand Management: Ben Day, Baylor Scott & White Health

Media: Camelot Media

Agency Partners: Monigle and Door No. 3

REINVENTING AI FOR A HAPPIER HOLIDAY

The holidays are a wonderful time to reminisce and reflect on the past year. And looking back on 2023, AI seemed to be the only thing anyone could talk about. So it came as no surprise when agencies around the globe found ways to incorporate AI into their holiday messages.

But Launch isn’t like other agencies. We don’t merely keep up with the trends, as is so common in our industry. We look beyond at what lies ahead. So, while everyone else was scrambling to hop on the AI bandwagon, we were developing something even better. A special technology that has the power to improve every aspect of our lives, especially the holidays. And we can’t wait to share it with you.

A STORY BIG ENOUGH TO FILL DAK’S SHOES


Dak’s been setting records with his arm. But last night, all eyes were on his feet.

As part of the annual NFL My Cause My Cleats initiative, Dak teamed up with sneaker designer Jake Danklefs of Dank & Co and Baylor Scott & White Health to raise awareness for early cancer detection and encourage people to get screened.

His cleats were inspired by the heartwarming story of a young woman, Sydney Benton, who narrowly avoided colorectal cancer thanks to an early screening. Sydney’s story struck a chord with Dak because of his own mother’s passing in 2013 to colon cancer, and he wanted to help tell her story to inspire other people to follow her lead.

So, we invited Sydney for an interview to talk about her experience with early detection. However, she had no idea that her favorite NFL player was waiting eagerly to meet her, or that he would be featuring her story on his cleats during primetime Thursday night football. The surprise reveal was an incredibly moving moment, which directors Andy Mahr and Ashton Rodgers captured beautifully.

Watch the story

What’s really remarkable about this initiative is seeing how much power a single story can have. Sydney has already started inspiring others to get screened, such as her mom and her older sister. And with the help of Dak and the Dallas Cowboys amplifying her voice, her story has the potential to impact many, many more.

Client: Baylor Scott & White Health

Director: Andy Mahr & Ashton Rodgers

Post Production: Charlie Uniform Tango

Photographer: Andy Mahr, Mahr Images 

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: DianeSeimetz, Launch Agency

Group Creative Director/Copywriter: April Steinbach, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Associate Creative Director: Caleb Alba, Launch Agency

Copywriter: Isaac Swedlow, Launch Agency

Account Director: Jason Giles, Launch Agency

Account Director: Cortney Fly, Launch Agency

Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Director of Creative: Ben Day, Baylor Scott & White Health

Brand Manager/Sports Sponsorships/Digital: Tyson Stuart, Baylor Scott & White Health

Director of Consumer Marketing/Brand Strategy & Planning: Kristn Owens, Baylor Scott & White Health

Brand Planning & Strategy: Robin Kraase, Baylor Scott & White Health

Marketing Producer Creative & Brand Management: Megan Doss, Baylor Scott & White Health

Senior PR Marketing Consultant: Eric Keese, Baylor Scott & White Health

We are extremely honored to be shortlisted by The Clio Awards for our Motivotter campaign for Baylor Scott & White Health and the Dallas Stars. The work was recognized in two categories: Social Media Influencer and Augmented Reality. The campaign leveraged the partnership between Baylor and the Dallas Stars to create an AR experience that motivated fans to engage with the brand in a fun, unexpected way.

The activation featured Stars’ goalie, Jake Oettinger, only it wasn’t actually Jake: it was his inner voice, which we named Motivotter. Fans could place Motivotter in places where they needed a little extra motivation. With 70+ million impressions, a 95% social positivity rating and an over two minute average filter engagement time, Motivotter scored big.

As always, we couldn’t do any of this without our incredible partners. High fives to our brilliant dream team:

Client: Baylor Scott & White Health

Director: John Suits

Production Company: Natural Selection Productions

Executive Producers: Nicole Flores, Amanda Mortimer

Producer: Gensho Tasaka

DoP: Will Stone

Editor: John Suits

Sound Mix: Joe Barrucco, Timeline Audio

Color: Parker Jarvie, Company 3

VFX: Joshua Lester

Photographer: Andy Mahr, Mahr Images 

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, Launch Agency

Copywriter: Isaac Swedlow, Launch Agency

Account Director: Jason Giles, Launch Agency

Senior Account Supervisor: Bailey Troutt, Launch Agency

Senior Account Executive: Megan Robertson, Launch Agency

Assistant Account Executive: Lucy Galloway, Launch Agency

Producer: Jaime Roderer, Launch Agency

Producer: Kerstin Fredrickson

Strategy Lead: Dan Ferguson, Groove Jones

Creative Director: Dale Carman, Groove Jones

Producer: Eduardo A. Gonzalez V., Groove Jones

Developer: Carly Siciliano, Groove Jones

3D Team: Jeannot Landry, Elliot Johnson, Chris Fisher, Groove Jones

Animation: David Aguilar, Groove Jones

Graphic Design: Bip, Groove Jones

Production VP: Monte Masters, Groove Jones

Audio: Andrew Carman, Groove Jones

Production Coordinator: Khoi Tran, Groove Jones

Director of Creative: Ben Day, Baylor Scott & White Health

Brand Manager/Sports Sponsorships/Digital: Tyson Stuart, Baylor Scott & White Health

Director of Consumer Marketing/Brand Strategy & Planning: Kristn Owens, Baylor Scott & White Health

Brand Planning & Strategy: Robin Kraase, Baylor Scott & White Health

Marketing Producer Creative & Brand Management: Megan Doss, Baylor Scott & White Health

Senior PR Marketing Consultant: Eric Keese, Baylor Scott & White Health

ANOTHER SUMMER, ANOTHER AMAZING INTERN DUO


Summertime at Launch is one of the best times of the year (if you can get past the heat) because that’s when we recruit the most talented interns to join our crew. It’s always a pleasure to nurture the next generation of our industry and watch their potential flourish, but this summer we got especially lucky with two star-studded creatives. Art director/designer intern Corinne Green and copywriter intern Morgan Martinez made a great team and blew us all away with their invaluable contributions on a wide range of projects. And as summer neared its end, we had to wave goodbye to Corinne and Morgan as they turned their focus toward completing their final year as undergrads. But before they left, we asked them to reflect on their time at Launch.

How did you find out about the Launch internship?

Corinne: I found out about the Launch internship through Connext, a networking/portfolio review event for Graphic Design majors at TCU. I got to chat with Caleb and Isaac and present my portfolio to them there.

Morgan: I found out about the Launch internship through Handshake and applied through that!

Was agency life what you expected?

Corinne: I feel like no one can totally prepare you for what agency life is like unless you are living it! I expected a fast paced, creative, and collaborative environment, and I think that was pretty accurate. Every agency has different clients, different processes, and different values, so it was all new and exciting to learn how Launch does it all.

Morgan: Agency life was different than I expected in a good way. I feel like I got an excellent grasp on what agency life is like this summer!

What was your favorite project you worked on this summer?

Corinne: One of my favorite projects to work on was a poster design for The Ashford Rise School and Touchdown Club of Dallas’s Rise Cup Classic, a golf tournament benefitting education for special needs children. I was able to illustrate elements and take a bit more creative freedom with this project, which was right up my alley.

Morgan: My favorite project this summer was the August Billboard Refresh for Park Place. I’m excited to see them go up!

How would you describe your daily routine?

Corinne: No two days were exactly the same at Launch. On an average day, I would head into the office, check my schedule, and get started on my work. Some days, we would have status meetings, creative check-ins, internal reviews, or client meetings to attend. Others were spent catching up on work and preparing it for presentation. On Wednesdays (some of the best days), lunch was on Launch, and we all ate and laughed together in the conference room. Thursday happy hours on the deck (before it got over 100 degrees) also made the tail-end of the week so fun!

Morgan: There was always something new to do, but my daily routine was typically grabbing a coffee in the morning and driving to the office on Tuesday, Wednesday, and Thursday! After that, I would see if I had any meetings scheduled and/or tasks due, and I would research and write drafts for deadlines approaching.

What was your funniest memory?

Corinne: When Morgan and I (the two interns) both won LCR consecutively, and made it rain with all our ones.

Morgan: My funniest memory is playing Kiki or Booba/Sun or Moon on one of the Happy Hour Thursdays!

What advice would you give a future intern?

Corinne: Ask lots of questions! Questions don’t make you seem clueless, but rather interested and dedicated to learning from the people around you. Also, be very open to criticism and new ways of doing things– absorb all that you can from critiques and explanations, and don’t take anything personally!

Morgan: I would say don’t be afraid of the work and don’t be afraid to ask for help! Everyone is there to support you, and everyone believes in you.

What was the biggest takeaway from your internship?

Corinne: Being trusted to tackle bigger projects as an intern led me to an invaluable experience gaining knowledge and confidence working in an agency setting. I learned how to best collaborate with Morgan (my copywriter partner & fellow intern), ask the right questions during a creative briefing so the account manager can provide the best information, respectfully and promptly communicate with a creative team, and so much more. I feel very prepared to enter the workforce with the experience and mentorship provided by Launch.

Morgan: My biggest takeaway was that talking to others and seeing their work will expand your thinking, and you can always learn something new unexpectedly.

Get care now. Like now, now.


To announce the news that the MyBSWHealth app now connects you to Baylor Scott & White Health 24/7, we partnered with award-winning director Eli Green to create a series of charming spots focusing on what happens when we get sick after hours or on weekends––you know, times when the doctor’s office is usually closed.

From frantically searching the internet for clues to creating less-than-appetizing homeopathic remedies, we see real-life scenarios get solved by simply connecting patients with the expert physicians at MyBSWHealth.

“Urgency is a tricky message in humor. With a hint of levity and character performance, we found a tone that connects need and relatability for Baylor Scott & White Health,” said Eli Green of Cultivate Media.

The television commercials launched during Dallas Cowboys games and even mention that you can get care during the game. Digital and social executions feature actual clocks that call out the exact time they are running to emphasize you can get care right this very minute. And airport OOH speaks to the fact that you can get care right now between flights.

By correlating with the times and places you can get care through the MyBSWHealth app, this charming campaign hopes to empower patients across Texas to get the care they need whenever they need it. Like right now. Later today. On weekends. At the airport. In the grocery store. You get the idea…

The campaign is running in North and Central Texas on television, print, OOH and social platforms like Snapchat, Instagram and Facebook.

CREDITS:

Client: Baylor Scott & White Health

Director: Eli Green, Cultivate Media

Executive Producer: Paul Papanek, Cultivate Media

Producer: Carlos Ayami, The Lift

Line Producer: Pablo Chozas, The Lift

Photographer: Brigette Diez

Principal/Creative Director: David Wilgus, Launch Agency

Principal/Creative Director: Diane Seimetz Duncan, Launch Agency

Creative Director/Art Director: Brian Dedering, Launch Agency

Creative Director/Copywriter: April Steinbach, Launch Agency

Producer: Jaime Roderer, Launch Agency

Account Director: Jason Giles, Launch Agency

Management Supervisor: Megan Lucy Neal, Launch Agency

Client: Ben Day, Director of Creative, Baylor Scott & White Health

Editor: Adam Henderson, Charlie Uniform Tango

Sound Design: Jake Kluge, Charlie Uniform Tango

INTERNS SUM UP THEIR SUMMER


We believe in nurturing and inspiring the next generation of industry talent. That’s why every year, Launch seeks out the most promising advertising students and gives them a chance to put what they’re learning in the classroom into practice. So as summer draws to a close, we’re proud to recognize this year’s talented trio of interns. Art director/designer interns Bryce Johnson and Natalie Castillo and account service intern Lucy Galloway all made major contributions and came away with plenty of valuable experience. We asked them to share some of their highlights.

How did you find out about the Launch internship?

Bryce: Launch funds an art director scholarship for my school UNT. I was the winner selected, and it led to an intern position for the summer.

Lucy: I was browsing advertising agencies in Dallas and came across Launch and the internship position. I applied and, the next day, got a message that two Launchers were visiting UT for creative week. I loved talking to them, and knew that this would be a great experience and a great place to work. The rest is history.

Was agency life what you expected?

Natalie: Working at a smaller agency, I feel like things are a bit more personal. Whether it’s happy hour on Thursdays or hearing jokes randomly through the week, I don’t think I would have had quite the same experience at a bigger agency.

Lucy: Launch was ten times better than what I had expected out of agency life and what I have experienced in the past. It is such a creative and collaborative environment and I think that’s a main factor in producing great work.

What was your favorite project you worked on this summer?

Natalie: I really enjoyed the Rise School Round-Up poster and the agency social templates project.

Bryce: The Dallas Cowboys activation for Baylor Scott & White Health was a fun project where I was waaaaay out of my element.

How would you describe your daily routine?

Natalie: Since things were always changing or different assignments were coming up, I don’t think I had the exact same day twice, but I preferred it like that. There was always something new to do, so I was never bored.

Lucy: Wake up, walk to work (I live two blocks away), attend a few client calls in the morning, eat lunch, participate in internal reviews, work on our social platforms, update statuses, look for Wolfie (a wolf man action figure everyone takes turns hiding somewhere in the agency) and walk home!

What was your funniest memory?

Bryce: When I was spitballing with my partner in crime, Nat. I refuse to give our account director, Jason, any credit because his jokes are terrible, but our copywriter, Isaac, coming in with the rimshots always got a laugh out of me.

Lucy: There is always so much fun to be had in this office: Hawaiian shirt Thursdays, happy hours in the office on the balcony, going to Electric Shuffle, doing headstands for no reason, repotting the office plant. But I think my favorite is when they let me think (only for a few minutes) that I was being fired from being an intern. It was all in good fun and, needless to say, it ended happily with me being over the moon to become a full-time Launcher!

What advice would you give a future intern?

Natalie: Don’t beat yourself up. Being able to witness people’s out-of-the-box ideas would kind of discourage me, but I would remind myself that one day I could be on their level. It just takes experience to learn the ropes on how to come up with great ideas.

Lucy: If you are open to working and learning, Launch will give you all the tools you need to be a part of the team and work with clients on actual projects. I think this sets Launch’s internship apart from a lot of others. They understand that busy-work/made-up projects and assignments don’t really help anyone grow.

What was the biggest takeaway from your internship?

Natalie: One, go out to see work and expand your thinking. Two, enjoy your time. The people here are nice with great ideas, so LEARN from them.

Bryce: Great vibes, free food and too many dad jokes.

Rising UNT stars awarded scholarships


We recently presented our annual $1,000 Launch scholarship awards to Bryce Johnson for Art Direction and Mariangelis Pagan for Graphic Design. Both students are juniors at the UNT College of Visual Arts + Design.

After a portfolio review of top candidates from the communications design program, they were recognized for creating an outstanding body of work. Launch established this scholarship in 2007 to inspire creative excellence and make a positive impact on UNT graduates who will, in turn, positively impact our design and advertising community.

BioBizz Campaign created by Bryce Johnson

Launch takes great pride in helping launch the careers of talented students like Bryce and Mariangelis. Explore more of their work at here and at the links below.

Tate’s Packaging Design by Mariangelis Pagan
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