New York Presbyterian Delivers More Heartbreak in New Campaign

Munn Rabot manages to make us cry with new execution in powerful hospital campaign

Published On
Apr 01, 2013

Editor's Pick

Last year, we were struck by how quietly powerful Munn Rabot's work for New York Presbyterian was. Shot in black-and-white, the testimonials stood out with portraits of real former patients -- completely unscripted, and heart breaking.

Now, the hospital is back with two new films, which are even more powerful. Starring Danion Jones, who had a life-threatening tumor that ended up being too much for him, the films are directed by Peter Rabot at Lost Highway. They feature the little boy singing Louis Armstrong's "When You're Smiling," while place cards explain how a surgery at NY Presbyterian was successful in removing most of the tumor, giving Danion four years he would have never had. Unfortunately, a few months after Danion was shot singing his heart out for the camera, he passed away. In an accompanying film, his mom talks about going through that experience.