California Department of Public Health
Ding! Ding! Ding! Let’s get ready to ruuuuuumbleeee against COVID. With the booster, that is. This campaign is an homage to my childhood navigating life between two cultures– there are elements of movie posters from the Golden Age of Mexican cinema, vintage comic books, and 90s American pro-wrestling. Copywriting and art direction by me. Graphic design by Bayo Bolus.
Radio Spot
For this spot, I envisioned a rumble happening inside the body of a “José”. We shrink to a microscopic level and join an audience witnessing José’s antibodies take on the COVID virus. A VO, that sounds like a vintage radio announcer, narrates the battle while grunts, punches, and audience cheers fill the background. Suddenly, the crowd goes wild— José got the booster shot. With his immune system powered up, he’s more than ready to fight and claim victory. We zoom out of José’s body and hear a woman share facts about the booster shot. She sounds like your favorite, wise aunt who is trusting you to make an informed choice. We end with a CTA.
