NYU Langone Medical Center has launched a new campaign under its Made for New York brand platform created by New York agency, Munn Rabôt. A: 60 brand spot titled "Melting Pot" and two: 30 spots promoting NYU Langone Orthopedics titled Everyday Athletes are currently live, with additional work set to launch in print, outdoor and digital. "Melting Pot" features New Yorkers of different ethnicities and backgrounds travelling to Brooklyn to play soccer and demonstrates NYU Langone’s commitment to conveniently serving the city’s diverse population by opening medical sites throughout NYC. "Everyday Athletes" plays off NYU Langone's understanding of the 'athleticism' it takes to conquer the fast-paced city on a daily basis.
The agency worked with Believe Media's award-winning director, Antony Hoffman, known for high-profile projects including Fiat’s latest Super Bowl spot "Little Blue Pill" and Toyota’s spy-themed web serial "Only the Name Remains.” The "Everyday Athletes" spots were shot Birdman-style, in one continuous take, using the MoVI system.
“Peter and the team were very collaborative and really open to ideas,” Hoffman says of the campaign. “By casting non-actors and not using lights, we were able to capture a street authenticity and a sense of the true immigrant melting pot that New Yorkers share and would recognize themselves in. That was very appealing to me.”
Creative Credits:
Ad Agency: Munn Rabôt
Client: NYU Langone Medical Center
Creative Director: Peter Rabôt
Producer: Deanna Shenn
Director/DP: Antony Hoffman
Production Company: Believe Media
EP: Mark O’Sullivan
Producer: Lisa Hollingshead
Editor: Paul LaCalandra / Whitehouse Post
Telecine: Fergus McCall / The Mill
Titles: Kieran Walsh / CarbonVFX
Audio: Kevin Halpin / Color Audio
Music: DuoTone
Voiceover: Tom Morrisey (Ingrid French, agent)