Moderna
From concept to completion, Taylor James was tasked with bringing these lyrical and whimsical spots for Moderna’s vaccine campaign to life for the last holiday season. We created three 30-second films and six unique social videos to help raise vaccination awareness for a HCP & DTC product launch across the globe.
Pre-Production Scripting + Shootingboards
Taylor James collaborated over three weeks of concept creation, followed by three weeks of pre-production, and three days of casting for 29 talent, to bring these winter-themed stories to life. We worked closely to write, refine and time out the original scripts and create our board-o-matics. Thinking through the production and VFX, we leaned into a largely in-camera/practical approach due to a quick post-production timeline. We embraced a cinematic approach to the shot planning and execution, angles and lensing, and lighting on set.
Colour Palette
Art Direction Concept (Holiday Ver.)
KEY MESSAGE:
‘Tis the season, to plan for the unexpected
VO POEM:
‘Tis The Season / To plan for the unexpected, / Help stay protected
You never miss one gift / Keep the family in line / You deck the halls / Keep up with the times
You plan ahead / For the unexpected / ‘Tis the season / To get vaccinated
STORY/HOOK:
Holiday Chaos instills as a family takes a selfie, but somehow the grandparents have a solution for every issue.
Art Direction Set Design
In pre-production, we honed in on a stylised aesthetic for our films. We embraced monochromatic scenery backgrounds to elevate and create a modern aesthetic. We used abstract and simple shapes and key props to represent complex and real world objects and scenes. We chose bold colours for the wardrobe and key elements guide narrative and to create visual contrast. Ultimately, we worked with our art department on set to fabricate three unique set builds, each designed with the overall aesthetic, elevated through lighting, atmosphere and even projection.
Art Direction Wardrobe & Styling
Art Direction Props
Production Live-Action Shoot
Over six days of production, including the set builds, pre-lights, and shoot days, we captured each of the three winter/holiday-themed films along with their unique social videos. The production was a very collaborative process between the agency, production team and post-production teams to bring the vision to life.
