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,

For “Game Day Fans”, we tapped into a cultural phenomenon: the chaotic, beloved world of football fandom and the tailgate TikTok trend made iconic by Bills fans launching themselves onto tables. The spot expands the narrative into the moments where protection matters most, when things get a little messy, wild, and unforgettable.

Inspired by the humor and heart behind game-day rituals, we celebrated coming back from your own fumbles. A bold, high-energy aesthetic and performance-forward direction showed that with the vaccine, you can recover, stay in the game, and keep having fun. The creative leaned into the communal joy of fandom while keeping the campaign’s core message intact.

As Creative Director and Co-Director, I led the creative strategy, concept development, visual language, and on-set performance direction. From early narrative shaping to final delivery, I ensured this spot felt cohesive within the broader campaign, while giving Game Day Fans its own unforgettable personality.