Gold
Pharma & Medical-Craft
Direction
| Entrant: | TBWA\Health Collective, New York |
| Brand: | Moderna |
| Title: | "Ashe Versus" |
| Corporate Name of Client: | Moderna, Inc. |
| Client Companies: | Moderna, Inc., Cambridge |
| Chief Marketing Officer: | Kate Cronin |
| Senior Client Brand Manager: | Colleen Hussey |
| Client Account Director: | AJ Casale |
| Client Account Manager: | Jenna Billings |
| Agency: | TBWA\Health Collective, New York |
| Global Chief Creative Officer: | Jonathan Isaacs |
| Executive Creative Director: | Bruno Bomediano |
| Group Creative Director: | Lisa Savage |
| Creative Directors: | Victor Toyofuku/Mateus Coelho |
| Agency Designer: | Tiago Pinheiro |
| Agency Executive Producer: | Jonathan Cohen |
| Agency Project Manager: | Sabrina Braylovsky |
| Agency Managing Partner: | Carlene Esposito |
| Agency Associate Managing Partner: | Paul Sullivan |
| Agency Senior Account Executive: | Tran Nguyen |
| Agency Account Director: | Matt Clark |
| Agency Head of Strategy: | Rogério Colantuono |
| Production Company: | The Youth, Curitiba |
| Director: | Duran Sodré |
| 1st AD: | Milton Oliveira |
| Executive Producer: | Carol Cherobim |
| Directors of Photography: | Yuri Maranhão/Leonardo Salomão |
| Production Designer: | Martino Piccinini |
| Production Project Managers: | Claudia Cavalheiro/Camila Pires/Estevan Hernandes |
| Production Assistants: | Lu Krasa/Pedro Paulo Bueno/Leonardo Ogibowski/Renan Guimarães/Andressa Tszesnioski/Daphne Locatelli/Maria Angelica Veloso |
| Gaffer: | Marlon Rocha (Sagui) |
| Grip: | Dallamares Wychoscki |
| Best Boy: | Davison Wychoscki (Bolacha)/Cézar Elias Moreira/Júlio Cesar Fernandes/Gustavo Salviano/Cleverson Gomes (Zero) |
| Post-Production Company: | Colossal, São Paulo |
| Executive Post-Producer: | Daniel Maia |
| Post-Producer: | Mauricio Kazu Yamashita |
| VFX Supervisor: | Rodrigo Stradiotto |
| Animation Directors: | Maldita (Vinicius Kluge/Rafael Monti) |
| Animators: | Rodrigo Numecaniq/André Ruivo/Josias Bosio/Diones Ignacio/Anderson Omori/Gabriel Chagas/Bremo/Alan Jose Dias/Guadalupe |
| Editor: | João Machado |
| Music Production Company: | Satelite Áudio, São Paulo |
| Music Executive Producers: | Roberto Coelho/Kito Siqueira/Hurso Ambrifi |
| Music Producers: | Roberto Coelho/Hurso Ambrifi/Thiago Colli/Charly Coombes/Koitty |
| Music Supervisor: | Alexandre Avicena |
| Casting Agent: | Renata Scheidt |
| Artists: | Marilia Mafe/Diogo Saraiva/Fabio Miraglia/Bruno Rosal/Fernando Nas/Diox/Lucas Oliveira |
| Illustrator: | Marilia Mafe |
| Retoucher: | Livia Rabelo |
Description:
With breakthrough COVID-19 mRNA vaccines and a transformative research pipeline, Moderna is a true agent of change. To promote their US Open sponsorship and kick off the Covid vaccination season, we highlighted the story of tennis legend Arthur Ashe.
For the first time, a major brand shed a raw light on Ashe's story and achievements, resonating deeply with Moderna's audience of tennis fans, sports enthusiasts, and equality supporters.
The film, the centerpiece of Moderna's US Open Sponsorship, depicted a match between a live-action Arthur Ashe and animated representations of his life's challenges, from segregated courts to his US Open victory, apartheid, heart surgery, and HIV.
Using mixed techniques like digital and analog images, 2D animation, and stop motion, we maximized impact on a reduced budget and honored Ashe's legacy with a diverse and passionate creative team who ensured every detail reflected his life and image authentically.