CelebrationS of healthcare workers
Alicia Keys, Jay-Z and Tristan Eaton give New York’s healthcare heroes the ticker-tape parade they deserve
During the height of the global pandemic, Montefiore Einstein extended the parade to the front doors of every hospital, long before the city could gather together in person.
Throughout New York’s history, the city has celebrated astronauts, soldiers, and other champions of the state with ticker-tape parades, transforming Broadway into a Canyon of Heroes.
Nurses are Heroes Website & AR Filters
“Hospitals play songs of hope’ as virus patients go home.”
Located at the epicenter of the world’s COVID-19 outbreak, no hospital was hit harder than Bronx-based Montefiore Einstein. The healthcare system’s entire staff not only fought for the life of New York City, they did so with limited equipment and the knowledge that they were risking their own lives.
Every time a COVID-19 patient was released, “Empire State of Mind” played on the Montefiore Einstein PA system. Videos of patients released to the song went viral. After seeing the real-life role their track had at Montefiore Einstein, Alicia Keys and Jay-Z approved its use in a commercial for the first time ever.
“Empire State of Mind’ makes first ad appearance as an anthem to NYC healthcare heroes.”
World-renowned artist Tristan Eaton captured healthcare workers’ heroism in an epic mural in the heart of New York.
“Towering tribute: A beautiful mural over midtown... honors healthcare workers.”
Remembrance TRIBUTE
On the one-year anniversary of treating the first COVID-19 patient, the Montefiore Einstein hospital system in New York set out to express gratitude to our healthcare workers.
Together with the Young People’s Chorus of New York and musician Jon Batiste, Montefiore Einstein hosted a COVID-safe in-person event to honor these dedicated professionals.
A live stream was in place to allow those who could not attend in person an opportunity to feel the warmth and support of their community from home.
Alto NY 2020 & 2021
Press Muse NYTimes GMA Adweek WSJ ABC
Client Montefiore Einstein
Focus Concept, Design, UX / UI Design, Development, Quality Assurance, Renders, Projection Mapping, Live Stream, Concert
Categories Digital Campaign, Experiential, Projection Mapping, Concert, Livestream, AR Filters, Website, Social
Partners Bronx Childrens Choir Buck, VT Pro, High Contrast (formerly Ghost), LiveX