TxT

Your personal government assistant

Background

Getting Texans to embrace a government app isn’t easy — there’s skepticism and a whole lot of “yeah, but this is the way I’ve always done it.” So we leaned into a universal truth: people forget things. With TxT, renewing your registration or license is effortless — and way harder to forget.

TxT Social Post – Bug Spray.gif
TxT Social Post – Parking Spot.gif
TxT Social Post – Passwords.gif

Director: David McKay
ECD: Noah Davis
ACD (Art): Devin Hilgenkamp
Copywriter: Rachel Weller

To get Texas teens to upgrade their learner licenses on the TxT app, we enlisted a lovable driving cat to spread the word. What began as a simple one-off video quickly became a fan favorite, with Mr. Waffles stealing the spotlight — and taking on a life of his own far beyond the campaign.

ECD: Noah Davis
ACD (Art): Devin Hilgenkamp
Sr. Art Director: Kevin Bush
Copywriter: Rachel Weller