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.

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. Led by Creative Director Annalise Yuri Murphy, we worked closely to write, refine, and time out the original scripts while creating 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.

In pre-production, we honed in on a stylized 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 colors for 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.

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.

Taylor James a few short weeks to deliver all outputs. Each social video was a unique edit. These social edits were expanded with additional content and alternate shots to specifically tailor them for social media. This ultimately turned three films into nine unique videos with the social outputs. We worked closely with the agency as well as the agency and client teams to maintain nonstop communication and collaboration.
In VFX, we worked with our flame artist to do set extension, clean-up and cool post transitions in our films, in addition to various other details across all of the films.
Our Holiday film had a customized library music track edited and arranged to fit the film along with sound design by Taylor James. For the Winter films, we collaborated with an audio artist who composed original music tracks and sound designs for the remaining films.