New Braunfels Utilities

New Braunfels is the kind of Texas town where German heritage, river tubing, historic dance halls and high school football all somehow share a ZIP code. For New Braunfels Utilities and Vladimir Jones’ “A Spirit All Our Own” campaign, our job was to capture that personality without falling into the usual Texas-ad starter pack of cowboy hats, handshakes and heroic infrastructure shots.

So we moved across Gruene Hall, the Comal River, Founders’ Oak, Main Plaza and local schools, keeping the camera loose and the moments natural. We even created a neutral fight song for the town’s two rival high schools, because picking a side felt like a good way to get run out of town. The result felt less like a utility ad and more like a love letter to New Braunfels.