NEW YORK PRESBYTERIAN
Art Director
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Creative Lead: Animation, Senior Art Director
Period
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2022
Platform
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Print, Digital, Video
Lift
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Corporate Promotional Campaign, Healtcare
The Charge
- Managed multiple project portions from concept through to completion, working with both in-house resources and third-party vendors
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut spots and created deliverables using AVID Technology, Adobe Premiere and Adobe After Effects
The NewYork-Presbyterian Hospital, a nonprofit academic medical center in New York City, is the primary teaching hospital for two Ivy League medical schools, Weill Cornell Medicine at Cornell University and Columbia University Vagelos College of Physicians and Surgeons at Columbia University. As of 2022, the hospital is ranked the seventh-best hospital in the United States and second-best in the New York City metropolitan area, treating about 310,000 patients in its emergency department and delivers about 15,000 babies.
The Rundown
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“Refresh, rebrand, remind.” These are the three core tenets handed down from strategy at Havas based on two months of collaboration between NewYork-Presbyterian and everyone from account to PMs in my sphere. When finally tapped for my up ramp, the build of the campaign was primarily print and already meted out by another print design team, with Presby giving full enthusiastic sign-off as it was the print leg of their brand refresh. Full environmental wraps, billboards, 3-D laser letter cuts—the full print spectrum backed by a massive budget. I was excited for this as the direction, because I knew that Presby and the
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team were partially missing a lynchpin in a campaign—OOH digital. Digital wherever digital can live, from lobby screens to, app design, and of course Link NYC street side kiosks. I had already known that Presby was using only looped PowerPoint documents for years as their only digital interaction and they thought that they were getting more of the same—not with me helming Adobe Acrobat and Premiere and this slight oversight being my playground. Left, see the set of animations that I created as a branded style from digital to video, with free-reign to animate within the bounds of the campaign look-and-feel.
