DALLAS STARS’ GOALIE JAKE OETTINGER BECOMES PHENOMENOTTER.


In 2023, Launch Agency teamed up with Baylor Scott & White Health and the Dallas Stars to bring you Motivotter––the inner voice of Dallas Stars’ goalie, Jake Oettinger. This season, a new character has emerged and he’s got his own heavy-metal theme song. Meet Phenomenotter, the animated flying otter who comes to life every time Jake Oettinger unleashes his power on the ice.

The animated film featuring Phenomenotter was created by Psyop’s award-winning animator Gary Levesque with Wizz. Both agency and client collaborated on the catchy lyrics that will undoubtedly get stuck in your head. And composer, Damon Criswell did the arrangement with local 80s-crooner, Travis Willis hitting all the high notes. If the :30 leaves you wanting more, you can listen to the full minute-long song here.

The multi-channel campaign drives to Phenomenotter.com and an AR filter on Instagram and TikTok created in partnership with Subvrsive. The filter allows fans to unleash their inner superhero by transforming into Phenomenotter just like Jake. After all, “he’s a metaphor for the power inside you and me.”

To further inspire fans to use the AR filter, a social video is making the rounds featuring local sports personalities like “Gen X Davey” Lane and Bob Sturm from The Hardline on the The Ticket, Dallas Stars announcer, Daryl “Razor” Reaugh and Hilary Asher of the Dallas Stars Ice Girls.

Since the debut of the campaign, Stars fans can’t stop singing the Phenomenotter song. Many are filling social media with their own memes, GIFs and even a custom Phenomenotter jersey. If the goal was fan engagement, Baylor Scott & White Health is already scoring big.

Baylor Scott & White Health is proud to be the official healthcare partner of the Dallas Stars.

CREDITS:

Client: Baylor Scott & White Health

Animation Company: Wizz with Psyop

Lead Animator: Gary Levesque, Psyop

Producer: Melissa Stephano

Production Company: Charlie Uniform Tango

AR Company: Subvrsive

Digital Producer: Alicia Conner, See Pictures

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

Copywriter/Songwriter: Isaac Swedlow, Launch Agency

Composer: Damon Criswell

Singer: Travis Willis 

Producer: Jaime Roderer, Dogtails Media Lab

Account Director/Principal: Jason Giles, Launch Agency

Account Director: Cortney Fly, Launch Agency

Account Executive: Lucy Galloway, Launch Agency

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

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

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

Stars goalie, Jake Oettinger invites you to get motivated with Motivotter.


We recently teamed up with Baylor Scott & White Health and the Dallas Stars to create an AR experience leveraging one of the biggest “stars” of the Stars, Jake Oettinger. As the team’s goalie, Oettinger always stays focused, motivated and determined, which makes him the perfect voice to inspire fans along their health journey.

Working with Dallas AR and VR experts, Groove Jones, we developed a look-alike Oettinger in the form of a mini-AR Jake. Only it isn’t actually Jake: It’s his inner voice which we named Motivotter, a combination of his nickname “Otter” and “motivation.” The experience allows users to place Motivotter on any surface, next to anything they’ve achieved or want to achieve. Like eating healthier, working out more, walking their dog—you name it, Motivotter is there celebrating your victories with cheers, back flips and a variety and dance moves.

To launch the experience, we partnered with award-winning director, John Suits to create a teaser-like trailer introducing Motivotter to fans. The film, along with numerous digital and OOH executions, invites users to “Unleash Motivotter” through Instagram or TikTok. All executions drive to motivotter.com.

Once you tap any social icon, the Motivotter filter opens and is ready to play.

Social posts encourage fans to share their favorite Motivotter moments.

In a short time, Stars fans have already adopted Motivotter as one of their own.

As the official healthcare partner of the Dallas Stars, Baylor Scott & White Health is proud to leverage this partnership to inspire fans around Dallas to achieve their goals – big or small.

Behind the scenes

To create Motivotter, Groove Jones scanned Oettinger in their XR Avatar Scanner powered by 50 4K cameras that capture HDR (high dynamic range – for color and depth) using multiple focal lengths—instantly capturing both the geometry and texture of the person standing inside. This, in turn, allowed us to make a lifelike mini-AR version of Jake.

CREDITS:

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

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