Flu season was around the corner and CVS needed to encourage college students to get their flu shots.

Partnering with Learfield Studio, Evan was responsible for leading his team in the content strategy, brainstorming, and end-to-end production of engaging social videos that addressed CVS’s needs, including featuring universities’ star athletes and their school mascots. Also on a practical level, the creative needed to be filmed at numerous campuses across the country (sometimes at multiple locations on the same day) and under tight production windows to accommodate the athletes’ busy schedules.

Evan ensured that the creative strategy also addressed CVS’s consumer research that college students frequently let the chore of getting their flu shots fall to the bottom of their to-do lists. With the key insight that getting a flu shot doesn’t have to be hard, the social videos featured the school’s mascot failing at a feat of athleticism, like dunking a basketball, before getting shown up by their team’s star athlete. Because if you know what you’re doing, it doesn’t have to be hard.

Production took place at 11 different university campuses all across the country, with Evan directing many of them, while also overseeing others virtually when he couldn’t be in two places at once. The spots aired across CVS’s, the universities’, and their teams’ social channels, and successfully defanged our audience’s key obstacle while also instilling in them a sense of empowerment. Produced by Ideas United.