Role: Creative Director, Director
Agency: TAG World Wide / Taylor James
Client: MODERNA
For a full-funnel Covid vaccination campaign, we created a series of character-led stories and commercials. Featuring community leaders - ‘Grandma’, ‘Coach-Mom’, and a football ‘Super-Fan’, the campaign reminded us to take care of ourselves, so we can take care of our community.
In ‘Tis The Season’, our whimsical grandmother character, reminds us the importance of vaccination during the chaos of the holidays.
/ 3 x 30s Spots
/ 15+ Unique Digital Assets
/ CTV, SOCIAL, DIGITAL
OVERVIEW
BREIF
Position covid-vaccination as routine care during back-to-school, holiday, and winter seasons.
Extend existing creative for “SpikeVax That Body” into the Holiday and Winter Campaigns.
Develop and produce creative for high(awareness) to low(conversion) funnel campaigns.
Process
Our messaging strategy informed creative around Gathering for the Holidays, and we developed characters whose stories that fit our target demographics; 65+, Parents, High Risk Individuals.
As the Creative Director at Tag WW, I worked closely with an internal creative team and supported in directing talent on set with our in in-house production - Taylor James.
Output
The campaign was developed and produced within 6 weeks and for a fraction of traditional Tier 1 cost. We extended the holiday campaign into 2 additional spots, that were shot in tangent and ran in the following months.
Full Funnel Campaign
3 x 30s CTV Spots
15 x Paid Social
20+ Digital Assets
Campaign Dev.
The creative extended to a clean, contemporary artistic direction and the tone added a touch of humor to keep audiences on their feet.
/ Creative Strategy
/ Conceptual Development
/ Video Direction
/ Team Lead: concept to completion
PRODUCTION
VO: Granny’s inviting voice carries a poetic VO. Rhyming, A Romantic Holiday Candor, Pithy. Punchy. Puns, carries the story as we wove together a holiday meltdown with the woman who can prevent any tragedy.
MOTION: With a camera count-down ticking, playfull zoomy in-camera motion inspired by Edgar Wright, punches in and out of intimate chaos of family holidays.
SET DESIGN: Surreal-ish sets embody the living room home with a symmetrical fireplace, sculptural Christmas Tree and big snowy windows. The minimalist, monochromatic space proved the perfect backdrop for our vibrant wardrobe and larger than life characters.
CASTING: The 9 person cast for this spot featured a biracial family with a young child and twins!
WARDROBE: Wardrobe was full of bright and punchy colors that worked as accents on our blue set.
PRACTICAL LIVE EFFECTS With the big moment of a Christmas tree lighting on fire, we worked in practical effects that made the set spark, snow falling from windows, and a real fire extinguisher.
‘Tis the Season
Credits
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
