Moderna "Winter" Campaign — Annalise Yuri Murphy

Role: Creative Director, Director

Agency: TAG World Wide / Taylor James

Client: MODERNA

This full-funnel vaccination campaign keeps covid-prevention top-of-mind. With character led stories featuring community leaders - ‘Grandma’, ‘Coach-Mom’, and a football ‘Super-Fan’, the audience is remindeded that self-care is community care.

In ‘COACH MOM’ our heroine stays protected and leads her pre-teen basketball team to glory.'

In ‘Game Day Fans’ our super-fan reminds us that Game Season is the reason to stay protected from anything that could get you down.

/ 3 x 30s video 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.

CREATIVE STRATEGY

Our creative messaging strategy around Winter, was grounded in a ‘health-conscious’ audience who to stays active and are part of their communities.

Knowing that covid-spikes during Winter Months, we created a campaign targeted at Winter Sports and Fans, leaning on the messaging: ‘Don’t Miss a Shot’, and 'Stay up-to Date’.

As the Creative Director at Tag WW, I worked closely with an internal creative team to develop these character identities, stories, and scripts that speak to sports fans and communities on OTT targeted platforms.

PRODUCTION

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.

For this role, I led: Creative Strategy, Media Reccomendation, Concept Development, Video Direction, and Completion through post.