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

Across three new spots for Moderna’s “Spikevax That Body'“ platform , we expanded the narrative into the everyday moments where protection matters most. The full funnel campaign punches-up and refreshes an established world, adding relatable characters and cultural nuance while keeping the campaign’s core message, to take care of yourself and community, intact.

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.

As Creative Director and Co-Director, I led the creative strategy, concept development, visual language, and performance approach across all three films. From early narrative shaping to on-set leadership and final delivery, I ensured each spot felt cohesive within the larger campaign while making Coach Mom shine.