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.


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