Moderna, Spikevax That Body
Coach Mom

Care is the force that wins

Agency
Tag, Dentsu

Production Company:
Taylor James, Free Media Inc

Creative Director / Co-Director:
Annalise Yuri Murphy

Art Director, Copywriter:
Pau Rodilla, Manjari Doxley

Executive Producers:
Ann Mckenzie, Joan Babchalk

Director of Photography / Co-Director:
Bobby Davidson

We skipped the sterile pharma tropes to build an authentic narrative focused on community.

This full-scale broadcast & digital campaign translated mRNA scientific benefits into highly relatable video stories, successfully driving public health engagement by emphasizing emotional resonance and community care, and clinical data.

Live-action commercial production still of referee signal, directed by pharma and healthcare Commercial Director Annalise Yuri Murphy for Dentsu Tag and Moderna
Broadcast commercial cinematography of a basketball referee on court, highlighting narrative visual storytelling by biotech and pharma Creative Director Annalise Yuri Murphy
Moderna Coach Mom commercial still showing female coach leading team huddle, translating mRNA vaccine science into community care narrative by NYC Creative Director
Cinematic production still of a young basketball player on bench, capturing human-centered storytelling for Moderna healthcare campaign by New York City Commercial Director
Team hands in unity huddle from Moderna public health commercial, creative direction centered on preventative medicine, community health, and biotech storytelling.
Dynamic sports video directing for Moderna Coach Mom commercial, showcasing pharmaceutical and life sciences campaign direction by NYC-based Creative Director
Narrative character direction in Moderna Spikevax TVC, demonstrating authentic talent casting and editorial directing for healthcare and life sciences brands
Interactive projection mapping on indoor basketball court translating mRNA biotechnology data into motion graphics, art directed by NYC Creative Director
Hero character portrait of Coach Mom for Moderna Spikevax campaign, demonstrating premium commercial direction and relatable healthcare advertising

Fully
Integrated Campaign

Our modular campaign span across social, digital, broadcast and performance creative.


For Coach Mom, we leaned into the idea of everyday heroes, the parents, caretakers, and motivators who show up with humor, heart, and impossible stamina. A punchy aesthetic, athletic sound design, and performance-forward direction turned heightened care moments into playful, high-impact reasons to believe.

A basketball hoop with a neon blue outline on a court, illuminated in a dark environment. Moderna, Annalise Yuri Murphy
A basketball referee with a bald head and glasses standing on a basketball court, wearing a black and white striped shirt. He is touching his chin and looking thoughtful, with a digital scoreboard. Moderna Campaign, Annalise Yuri Murphy
A young girl with red hair sitting alone on a row of blue chairs in a dark, empty space, wearing a yellow and purple cheerleading uniform and white sneakers, with the caption "Not just a cheerleader." Moderna Campaign, Annalise Yuri Murphy
A smiling woman with curly hair flexing her arm in front of a COVID-19 vaccination advertisement for Spikevax by Moderna. The background features a basketball hoop and a blue design.


Don’t miss a shot, It's not too late 

You Spikevax that body, Get up to date

You’re the coach with a gameday plan

Not just a cheerleader 

Not Just a Fan

You Write the Playbook

You Sub them in,

You Spikevax that Body,

And that, helps them win.

Creative Development & BTS

Generative AI concept development and wardrobe ideation mood board for Moderna commercial, led by AI-forward Creative Director in New York City.

Art Direction & Swipe

Generative AI concept development and wardrobe ideation mood board for Moderna commercial, led by AI-forward Creative Director in New York City.

A.I. Conceptual Development
(wardrobe ideation)

Collage of images featuring basketball players in action and illuminated basketball courts with LED outlines.

Lighting & Camera Direction

Animatics / Storyboards

Behind-the-scenes commercial production soundstage with interactive lighting for Moderna healthcare shoot, led by NYC Commercial Director Annalise Yuri Murphy.

3D Scenic Rendering - Production Design

Behind-the-scenes commercial production soundstage with interactive lighting for Moderna healthcare shoot, led by NYC Commercial Director Annalise Yuri Murphy.

Interactive Projection Mapping

An Incredible Team & Crew

Client: Moderna, Spikevax

Agency: TAG

Co-Director/Creative Director: @annalise_yuri 

Executive Producer: Ann Mackenzie

Art Director: Pau Radilla

Copy: @manjari_ 

Storyboards: @chrispurdin 

Taylor James Production

Taylor James @taylorjamesltd 

Head of Production: Courtney Barasch

Post Production/VFX Supervisor: @sam.ohare 

Editor: @zroscoe 

Color Grade by: @jaredrosenthal 

@tcsfilm 

@beelectricstudio

Production by: Free Media

Co-Director / DP: @dpbobbyd 

Producer: @joanbabchak 

Production Manager: @amazering 

Production Coordinator: @amyteboul 

Production Design: @jennybworldwide 

Still Photographer: @josephdeslercosta 

1st AD: @smelv 

2nd AD: @empressjoyg 

Casting: @jodibrettkipp 

Set PA: @tazzieboye 

Cam Op: @danielesarti 

1st AC: @renee.nabinger 

2nd AC: @gabrielelikesfilm 

DIT: @stevenlmclaurin 

Gaffer: @dmgettens ⚡️

Board Op: Pete Mimoe

BBE: @keaganfuller 

Electric: @yostamaphone 

Art Director & Team : Josh Visser

Robert Locasio 

Kenny Curwood 

Parker Redford 

Evan Schafer 

Calvin Batts 

Brittini Schreiber 

Jim Conners 

Luis Bonilla 

Xavier Barker 

Nelson Diaz 

Victor Vazquez Key Grip: @loybrandon 

Best Boy: @brad_bilger 

Grip: @spellman_tim 

Grip: @filthy_gripco 

Wardrobe: @valentinokristen 

Makeup Stylist: @ashleydisarro 

Hair Stylist: @zuzubeauty 

HMU Swing: @meezamua 

VTR: Jose Segura

Annalise Yuri Murphy of Yuri NYC leading Art Direction, Creative Direction, and Commercial Directing while guiding actors on set for a Moderna advertising commercial shoot produced in collaboration with Tag, Dentsu, and Taylor James.
Annalise Yuri Murphy of Yuri NYC leading Art Direction, Creative Direction, and Commercial Directing while guiding actors on set for a Moderna advertising commercial shoot produced in collaboration with Tag, Dentsu, and Taylor James.
Annalise Yuri Murphy of Yuri NYC leading Art Direction, Creative Direction, and Commercial Directing while guiding actors on set for a Moderna advertising commercial shoot produced in collaboration with Tag, Dentsu, and Taylor James.
Annalise Yuri Murphy (Yuri NYC) providing Commercial Directing, Creative Direction, and Art Direction behind the camera monitor on set for a Moderna biotech healthcare commercial campaign with agencies Tag, Dentsu, and Taylor James in New York City.
Annalise Yuri Murphy of Yuri NYC leading Art Direction, Creative Direction, and Commercial Directing while guiding actors on set for a Moderna advertising commercial shoot produced in collaboration with Tag, Dentsu, and Taylor James.
Annalise Yuri Murphy of Yuri NYC leading Art Direction, Creative Direction, and Commercial Directing while guiding actors on set for a Moderna advertising commercial shoot produced in collaboration with Tag, Dentsu, and Taylor James.
Annalise Yuri Murphy of Yuri NYC leading Art Direction, Creative Direction, and Commercial Directing while guiding actors on set for a Moderna advertising commercial shoot produced in collaboration with Tag, Dentsu, and Taylor James.
Annalise Yuri Murphy (Yuri NYC) providing Commercial Directing, Creative Direction, and Art Direction behind the camera monitor on set for a Moderna biotech healthcare commercial campaign with agencies Tag, Dentsu, and Taylor James in New York City.

Annalise Yuri Murphy

annalise@yurinyc.com

2026 © All Rights Reserved Annalise Yuri LLC

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