MODERNA SPIKEVAX 2024

Creative Director, Video Director

tag, Taylor James, Free Media

This full-funnel vaccination campaign keeps COVID-19 prevention top of mind. Through character-led stories featuring community leaders : ‘Grandma,’ ‘Coach-Mom,’ and a football ‘Super-Fan’, the audience is reminded that self-care is community care. This campaign extension built upon TBWA’s tagline ‘Spikevax That Body’ and delivered social, ctv, broadcast, and digital assets.

BRIEF

Position COVID vaccination as a routine part of care during back-to-school, holiday, and winter seasons.
Adapt the “SpikeVax That Body” creative for Holiday and Winter campaigns.
Develop and produce creative for full funnel, from high-awareness to conversion-focused campaigns.

CREATIVE STRATEGY

Our creative messaging strategy around winter was grounded in a health-conscious audience who stay active and are engaged in their communities. Knowing that COVID spikes during the winter months, we created a campaign targeted at winter sports enthusiasts and fans, leaning on the messaging: “Don’t Miss a Shot” and “Stay Up-to-Date.”

Targeted strategy approach: Unique Personas, Phased Messaging, Modular Creative, and Modular Production

EXECUTION

The campaign was developed and produced within six weeks at a fraction of traditional Tier 1 costs. We extended the holiday campaign into two additional spots, which were shot concurrently and ran in the following months.

3 CTV + Broadcast spots

Over 12 Unique Assets

Shoot in 6 days, no OT

COACH MOM

As the clock ticks down, can coach mom’s love lead her tweens’s to glory?

CREATIVE DEVELOPMENT

With the idea of vaccination as ultimate protection, we transformed everyday vaccinated people into epic stars. Using playful aesthetics, AI renderings, and hand-sketched storyboards, we built poetic stories and custom soundtracks that gave each character personality, humor, and heart.

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 direction and production still from Moderna Health campaign, led by NYC commercial director Annalise Yuri Murphy

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GAME DAY FANS

Tailgaters try and live-up to old traditions. But will they lose, before the game even starts?

INSPIRATION

Inspired by the Buffalo Bills and the iconic “jump and smash tables” phenomenon, we leaned into the messy, wild energy of fandom. The campaign celebrated coming back from your own mistakes, showing that with the vaccine, you could recover, keep playing, and still have fun.

Don’t miss a shot, It's not too late

You Spikevax that body, Get up to date

–

You’re a meathead

An old school Jock

You got the coolest cooler

And that body? It Ready to rock

A real MVP

When it comes to vaccination?

You SpikeVax that body