The new work highlights the expertise and care of the nation’s leading cancer care team
LOOMIS is thrilled to announce the launch of a new advertising campaign for long-time client, Texas Oncology. The work was developed following commissioned research that showed patients seek a compassionate cancer care provider they can trust—a cancer care team that leads in innovation, advanced treatment options, and clinical expertise. External testing of four creative concepts validated these insights, with the “All Behind You” campaign emerging as the work that best balances expertise and innovation with personal connection and empathy.
Launching this week, the campaign features a robust mix of digital, broadcast, print, social and other media, showcasing the brand’s new look which includes an updated logo, color palette, and messaging.
The campaign highlights Texas Oncology’s team approach, following five different patients’ journeys from diagnosis through meaningful interactions with their care team. The television spots culminate in an emotional moment when each patient completes treatment and returns to their lifestyle passions — supported by their care team behind them — symbolizing the strength of the patient-care team connection. The campaign’s still photography was captured by Austin photographer Inti St. Clair. Award-winner Jerry Brown directed the spots in conjunction with 11 Days productions. Brown’s accolades include a Cannes Silver Lion and American Advertising Awards Best in Show.
“With ‘All Behind You,’ we wanted to reflect what makes Texas Oncology different — advanced expertise powered by genuine empathy. Showing the heart behind the science, the campaign celebrates the courage of patients along with the qualities that define Texas Oncology as the nation’s leading cancer care team.”
— Tina Tackett, Executive Creative Director, The LOOMIS Agency
Adding to the impact, the campaign’s television spots feature the song “I’ll Stand By You,” newly produced by Tre Nagella of Luminous Sound Studios and performed by Texas recording artist Remy Reilly.
“With ‘All Behind You,’ we wanted to reflect what makes Texas Oncology different — advanced expertise powered by genuine empathy,” says LOOMIS Executive Creative Director Tina Tackett. “Showing the heart behind the science, the campaign celebrates the courage of patients along with the qualities that define Texas Oncology as the nation’s leading cancer care team.”
LOOMIS is the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising and marketing, leadership, culture and other inspirations that will drive your success, check out the agency’s “Voice of the Underdog” podcast, and read the BARK! blog. ”
CREDITS:
Texas Oncology:
- Casey Shilling, Vice President – Marketing, Communications & Practice Growth
- Garrett Stapp, Director, Brand and Creative
- Alison Zvolanek, Senior Director, Marketing Strategy, Planning & Special Projects
Production: 11 Days
- Director: Jerry Brown
- Director of Photography: Jake Wilganowski
- Executive Producer: Shelby Hunter
- Producer: Cindy Fertitta
- Post Production:Reservoir
- Post Producer:Caroline Stephens
- Editor: Gigi Welch
- Colorist: Matt McClain
- Sound Design/Mix: Nick Patronella
- Music: Tre Nagella/Luminous Sound (Producer), Remy Reilly (Vocalist)
- VFX: Gray Wilcox (Motion Design), Laychin Lee (Flame Artist)
- Still Photographer: Inti St. Clair
Agency:
- Tina Tackett, Executive Creative Director
- Kim Smith, Group Creative Director
- Eric Brule, Associate Creative Director
- Christina McKinney, Group Account Director
- Katy Hairston, Account Executive
- Paul Bromfield, Director of Project Management
