NYU Langone Health's Real Time Stories Highlight World-Class Stroke Care

NYU Langone Health, the US’s #1 hospital for neurology and neurosurgery, has launched two new films, 'A N.Y Minute' and 'Flight Simulation.' The films are part of their ongoing campaign #TheBestOutcomes in partnership with their creative AOR, Deloitte Digital, bringing viewers real-time into stories that showcase the many different processes taking place behind the scenes at NYU Langone to solidify their promise to offer best-in-class medical care and techniques.

The films were carefully crafted in a way that immerses the audience in the experience like a real motion picture would and highlights the careful, nimble work the hospital does for stroke care. Some interesting facts about the films are that they feature real EMTs and surgeons from NYULH, and the film crew spent days at the hospital leading up to filming to ensure the highest level of authenticity! 

The campaign, in its second year, intends to continue to differentiate and drive brand awareness for NYU Langone’s health system while elevating it to a category of ONE. 

Authenticity was paramount for NYU Langone. This required us to film in active hospital locations and feature NYU Langone employees. 'A N.Y. Minute' includes real EMTs and 'Flight Simulation' features one of NYU Langone’s most distinguished neurosurgeons, Dr. Anthony K. Frempong-Boadu. The work captures the health system’s unparalleled preparation in the most authentic way. 

The film crew spent several days in the hospital leading up to filming to conduct on-site interviews with the care team to observe every detail of what happens behind the scenes of the nation’s top neurology and neurosurgery program.

The films feature Nike, the Empire State building, and the Vive Focus 3, drawing the audience into stories about the speed and innovative technology behind life-saving care. The films are delivered more like a powerful and educational cinematic PSA than a traditional brand commercial.

The first film, 'A N.Y. Minute', is a 60-second film that is all about the importance of time when treating a stroke. Because every minute a stroke goes untreated, two million brain cells are lost forever. NYU Langone proudly delivers life-saving stroke care 10 minutes faster than other hospitals in New York. The creative opens with the runner lacing up a Nike Vaporfly, renowned to be the 'world's fastest shoe.' As the film unfolds, it is revealed that the runner is actually a nurse on the stroke care team that delivers life-saving treatment 10 minutes faster than other hospitals in New York. The film moves in and out of dynamic points of view, with a mix of hyper-lapse and slow-motion action to focus attention on the importance of every movement. The film features a steady ticking clock that ticks all the way up to exactly one minute long - the critical amount of time established early in the film.

The second film, 'Flight Simulation,' showcases the incredible prep and strategy that takes place before surgery to ensure the best patient outcome. By using VR technology and a 3D model of a patient’s brain, NYU Langone rehearses the exact procedure from every possible angle before you enter the operating room. This is how NYU Langone is able to deliver the most successful brain surgeries and survival rates in the country. The film is shot with an authentic visual misdirect: to look almost like a team of astronauts preparing for a mission when in reality it is a team of neurosurgeons preparing for a procedure. The film opens with a tight shot of a VR headset and a close-up of the controllers moving slowly in the air. The film builds drama and wonders as it reveals what the team is rehearsing in detail.

“These are not just brand commercials, they are short films crafted to draw the audience into the critical stories behind life-saving care. With grit. With mystery. With drama. And with the utmost authenticity.” - Aaron Sidorov, group creative director, Deloitte Digital.

'Flight Simulation' initially ran during this year’s Grammys on February 5th, and 'A N.Y. Minute' initially ran during this year’s Super Bowl pregame on February 12th. Both films are currently running across TV, digital, social and OOH. 'A N.Y. Minute' can be found in Times Square on 47th and Broadway, on a large-scale digital billboard.