Moderna SpikeVax ’24 Campaign | Creative & Video Direction by Annalise Yuri Murphy

This vaccine campaign turns self-care into a community anthem. Everyday heroes like Coach Mom stay protected and help keep everyone in the game.

CHALLENGE

Healthy adults to adapt the Covid-Vaccine as routine care during the back-to-school, holiday, and 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

Creative Director & Project Team Lead: Strategy to Delivery

Annalise Yuri Murphy

To stay relevant on with DTV on tv, digital, and social, we extended the brand into a beautiful blue world for a “Spikevax That Body” campaign adaptation. Each scene was tailored to our “moveable-middle” hero characters and the minimal environment focused eyes on action and a poetic voice over.

The campaign consisted of 3 unique stories, and shipped 3 broadcast commercials with variations across web, digital, and social channels.

We gave mom the spotlight, because care is the force that wins.

Elevating with playful aesthetics, sports themed tropes, and cinematic glory, our dialed-in world gave each character personality, humor, and heart.

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

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