Client: Northwell Health

Overview:
When war broke out in Ukraine, hospitals became battlegrounds — overwhelmed, under-resourced, and directly targeted. New York’s largest health system, Northwell, refused to stand by. Instead, they launched a humanitarian response that spanned oceans, politics, and platforms.

Project Scope & Objectives:
Under the banner of Northwell’s Raise Health platform, we helped tell the story of a historic mobilization — from barges carrying critical medical supplies to real-time telehealth consultations connecting New York doctors with those on the front lines in Ukraine.

My Role & Solutions:
I contributed to the campaign narrative, ensuring the tone honored the gravity of the crisis while spotlighting Northwell’s courage and compassion. Working closely with creative, strategy, and production teams, I helped shape the story into a multi-platform effort that elevated healthcare advocacy to global citizenship.

Creative Execution:
We partnered with acclaimed filmmaker Rafael Lewandowski to create a short documentary capturing the raw, human side of this crisis. Through the eyes of patients, families, and fearless medical professionals, the film revealed not just the war on the ground — but the invisible war for care, dignity, and survival.

Outcome:
“Two Wars” brought a rarely seen side of global conflict to public view — not through politics, but through patients. It strengthened Northwell’s position as not only a leader in healthcare, but a voice for humanitarian action. The campaign deepened trust, broadened awareness, and aligned with Northwell’s mission to raise health for all.

Key Takeaway:
This was more than a campaign — it was a call to conscience. And it proved the power of healthcare storytelling when it’s rooted in truth, urgency, and unwavering empathy.

Created with Josh Greenspan (ECD, )James Rogala (GCD), Brooks Hess (ACD) and Venessa Merrin (EP)