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 Diector, 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.

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 group of young girls playing basketball on a blue court with a man in a striped referee shirt in the center, all under a blue background with a basketball hoop symbol.
Referee wearing black and white striped shirt holding a hand in a Wehrmacht gesture.
A basketball coach or trainer talks to a team of six young female players on a basketball court, with a chalkboard diagram of a game strategy behind them.
A young girl with curly red hair sitting alone on a row of blue sports benches inside a blue-lit indoor court.
Group of young women in yellow jerseys forming a circle with their hands stacked together in the center, seen from below.
Group of young girls in yellow and white sports uniforms standing on a blue basketball court, looking up and waving at the camera.
A young girl with curly hair, wearing a yellow basketball uniform, dribbling a red basketball on an indoor court with a blue background.
Young girls playing basketball on an indoor court with a neon-lit sports diagram displayed on a dark background.
A woman in a yellow shirt and white vest holding a pink basketball, with basketball players in orange jerseys in the background.

Animatics

Collage of young girls playing basketball in a gym and posing for photos, some wearing sports uniforms and colorful outfits.

A.I. Conceptual Development (wardrobe ideation)

Directed by Annalise Yuri Murphy. Indoor studio with professional lighting setup, a large backdrop featuring a woman's portrait, and three people preparing or filming.

Interactive Projection Mapping

Annalise Yuri Murphy

annalise@yurinyc.com

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