This vaccine campaign turns self-care into a community anthem. We amplified everyday heroes who stay protected, don’t miss a shot, and stay in the game.
Role: Creative Director Art & Copy, Video Director
CHALLENGE
Healthy adults to adapt the Covid-Vaccine as routine care during the back-to-school, holiday, and winter flue seasons.
STRATEGY
Incentivize protection by showing how the vaccine will help maintain an active lifestyle, and ability to take care of others, too.
CREATIVE
We used humor to inspire our audience with heroic everyday characters. As centers of their community, they embrace protection and stay strong together.
Coach Mom
For this “Spikevax That Body” campaign adaptation, we extended the existing branding and added brighter contrast, punchy-er language, and more relatable characters.
Each scene, in the 3 spot series, focuses the eye on entertaining action, while maintaining a strong story and poetic voice over. The minimal environment brought in a contemporary energy to the healthcare brand and allowed the story to resonate across platforms, CTV, Broadcast, Digital, and social.
Building on our Holiday campaign, these stories were written based on relatable winter sports activities and incentivized our healthy adult audience to get vaccinated, as to maintain a healthy lifestyle. The rhyme and rhythmic voice over broke a stale status-quo of healthcare marketing. Puns, analogies, and metaphors brought a playfulness and relatability.
We gave mom the spotlight,
because care is the force that wins.
Tapping into the sports world aesthetics, I’m obsessed with making ‘everyday’ people shine in the spotlight. Elevating with spotlights, sports entertainment tropes, and cinematic glory, our dialed-in world 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”
COACH MOM SCRIPT
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.
GAME DAY FANS
A Cultural Phenomenon & A Tailgate TicTok Trend
Inspired by the Buffalo Bills and the iconic “jump and smash tables” tail-gate tictok trend, we leaned into the messy, wild energy of fandom. “Game Day Fans” campaign spot celebrated coming back from your own mistakes, showing that with the vaccine you could recover, keep playing, and still have fun.
“You’re a meathead
An old school Jock
You got the coolest cooler
And that body? It’s Ready to rock”
GAME DAY FANS SCRIPT
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’s Ready to rock
A real MVP
When it comes to vaccination?
You SpikeVax that body
HOT BTS
Credit Due
Tag: Agency
Creative Director: Annalise Yuri Murphy
Executive Producer: Ann McKenzie
Art Director: Pau Rodilla
Copy: Manjari Doxey
Account Director: Arinelda Tavarez
Global Account Director: Oksana Gelfand
Business Director: Jennifer Dee
Taylor James: Production
Head of Production: Courtney Barasch
Director / DP: Bobby Davidson
Producer: Joan Babchak
Photographer: Joseph Desler Costa
VFX Supervisor, Creative Director of Post Production: Sam O’Hare
VP & Head of Studio: Andrew Hall
Post Supervisor: Cyrus Toulabi
Senior Editor: Dan Purcell
Editor: Zack Roscoe
Colorist: Jared Rosenthal
Production Manager: Lizzy Lizzy Mazer
Assistant Director: Sam Melville
Production Design: Jenny Burton
Gaffer: Dave Gettens
Stills Photographer: Joseph Desler Costa
Key Grip: Brandon Roberts
Wardrobe: Kristen Valentino
Where to find us:
Agency: @taylorjamesltd & TAG
Co-Director/Creative Director: @annalise_yuri
Taylor James @taylorjamesltd
Head of Production: Courtney Barasch
Post Production/VFX Supervisor: Sam O’Hare
Production by: Free Media
Director/DP: @dpbobbyd
Producer: @joanbabchak
Production Manager: @amazering
Production Coordinator: @amyteboul
Production Design: @jennybworldwide
1st AD: @smelv
2nd AD: @empressjoyg
Casting: @jodibrettkipp
Set PA: @tazzieboye
Cam Op: @danielesarti
1st AC: @renee.nabinger
2nd AC: @gabrielelikesfilm
DIT: @stevenlmclaurin
Still Photographer: @josephdeslercosta
Gaffer: @dmgettens ⚡️
Board Op: Pete Mimoe
BBE: @keaganfuller
Electric: @yostamaphone
Key Grip: @loybrandon
Best Boy: @brad_bilger
Grip: @spellman_tim
Grip: @filthy_gripco
Art Department
Art Director:Josh Visser
Wardrobe: @valentinokristen
Makeup Stylist: @ashleydisarro
Hair Stylist: @zuzubeauty
HMU Swing: @meezamua
VTR: Jose Segura
Color Grade by: @jaredrosenthal 🎨
Special thanks to @tcsfilm