Vaccine Hesitancy
Client: Washington State Department of Health
The Idea
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The Idea /
Focus: Centered on culturally grounded storytelling, this spot works to make vaccination feel approachable, familiar, and rooted in care for family and community. It aims to build trust and reduce barriers to vaccination.
My role: Building on C+C’s initial creative concept, I led the production end-to-end—shaping the live-action concept and execution, and overseeing production management, creative treatments, location scouting, set design and prop selection, wardrobe, and post-production. I also served as the on-set art director to ensure a cohesive and authentic final piece.
Collaborators:
Agency: C+C
Creative Director: Ben Salas
Director of Content Production: Ashley Easter
Producer: Taylor King
Account Managers: Anna DeMers, Valentina González
Production Company: Coho Films
Director & DOP: Kathryn Boyd-Batstone
Art Director: Tegan Firth
On-Site Producer: Tom Pittenger
Set Designer & Assistant Art Director: Antonieta Carpio
Production Manager: Halynn Blanchard
Assistant Camera: Diego Castello
Gaffer: Scott Calvert
Grips: Lucas Chapel, Futsum Tsegai
Wardrobe Stylist: Danielle Nieves
Assistant Wardrobe Stylist: Brent Roberts
Hair & Makeup: Lindsey Watkins , Akemi Nakashima
Photographer: Alejandro Sanchez Ochoa
Production Assistants: Madeline Pericak, Calenté Cardwell
Storyboard Artist: Nhan Le
Talent: Sofia Ayala, Nattaly Hueso, Jon Rivera, Mia Ramirez, Suzette Espinoza-Cruz, Yessica Hernandez-Cruz, Viviana Garza, Travier Hofto, Marco Gutierrez, Jose Cortez
Where it was featured: commercial broadcast in English & Spanish + radio broadcast + website + social channels
The Results
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The Results /
