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
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
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