A Spikevax campaign turns self-care into a community anthem.

Everyday heroes like Coach Mom and our Super Fan don’t just stay protected, they help keep everyone in the game.

Coach Mom

Written and Directed by Annalise Yuri Murphy

Gave the brand a massive update with this seasonal campaign featuring 3 hero stories. We built bright new worlds based on our ‘moveable -middle’ hero characters and shipped the assets across broadcast, digital, and social channels.

Positioning vaccination as a routine seasonal care, these stories targeted physically active health-conscious audiences and engaged with their community.

We gave mom the spotlight,

because care is the force that wins.

We transformed everyday people into epic heroes. Elevating with playful aesthetics, sports themed 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.

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.

The campaign celebrated coming back from your own mistakes, showing that with the vaccine you could recover, keep playing, and still have fun.

Game Day Fans

Written and Directed by Annalise Yuri Murphy

“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

BRIEF

  1. Position COVID vaccination as a routine part of care during back-to-school, holiday, and winter seasons.

  2. Adapt the “SpikeVax That Body” creative for Holiday and Winter campaigns.

  3. 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

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

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