Dallas Stars' goalie Jake Oettinger becomes Phenomenotter

Published On
May 29, 2024


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.

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.

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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.

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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.


May 29, 2024
Animation Company :
Animation Company :
Lead Animator :
Gary Levesque
Producer :
Melissa Stephano
Production Company :
Charlie Uniform Tango
AR Company :
Digital Producer :
Alicia Conner, SEE Pictures
Agency :
Launch Agency
Principal/Creative Director :
David Wilgus
Principal/Creative Director :
Diane Seimetz Duncan
Creative Director/Art Director :
Brian Dedering
Creative Director/Copywriter :
April Steinbach
Copywriter/songwriter :
Isaac Swedlow
Composer :
Damon Criswell
Singer :
Travis Willis
Producer :
Jaime Roderer
Account Director/Principal :
Jason Giles
Account Director/Principal :
Cortney Fly
Account Executive :
Lucy Galloway
Client :
Baylor Scott & White Health
Director - Creative and Brand Management :
Ben Day
Brand Manager/Sports Sponsorships/Digital :
Tyson Stuart
Marketing Producer Creative & Brand Management :
Megan Doss

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