Steve Buscemi narrates Northwell's street art-filled letter to New York as the state heads back to work and school

'Whatever comes next, we'll be ready,' says the actor in spot by StrawberryFrog

Published On
Sep 16, 2020

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Steve Buscemi lends his distinctive narrative tones to a new street art-filled spot by healthcare provider Northwell, sending good vibes to New Yorkers as they start to tentatively head back to work and school. 

The campaign, by StrawberryFrog, hinges on the insight that New Yorkers might be concerned about a new wave of the coronavirus as the season transitions to the fall. It aims to remind them that Northwell is ready for any obstacles that may come in the months ahead. It starts with Buscemi asking, "How're you holding up?" He then goes on to state, "We don't have a crystal ball ... but whatever comes next, we'll be ready."

The film, directed by Kristian Mercado, features street art typical of that seen New York over the past few months. According to StrawberryFrog business lead Dan Langlitz all the work featured is original and custom-made by street artists. It "makes a powerful statement about the solidarity of our communities on key issues that Northwell helps address, like social justice," he said in a statement. "We use the art to paint the love letter to New York as the story unfolds." 

The spot was filmed on Long Island, parts of New York City, and the suburbs. It's part of a wider campaign that will play out via online videos, radio, print and out of home advertising.

Earlier on in the pandemic, Northwell ran an animated spot depicting healthcare workers as superheroes fighting the virus

“We want to continue to deliver powerful creative storytelling to ensure New Yorkers understand that we are here, and ready for what lies ahead of us,” added Ramon Soto, senior vice president and chief marketing and communications officer at Northwell.


Sep 16, 2020
Client :
Northwell Health
Agency :
Scott Goodson
Executive Creative Director :
Josh Greenspan
Group Creative Director :
James Rogala
Creative Director :
Danielle Vieth
Senior Designer :
Diana Backer
Senior Producer :
Courtney Trent
Business Affairs Director :
Venessa Merrin
Account Management :
Dan Langlitz
Account Management :
Tegan Smith
Account Management :
Amanda Beraglia
Strategy :
Ali Demos
Project Management :
Elizabeth Scordato
Project Management :
Drazen Kupres
Project Management :
Liz Grover
Talent :
Production Company :
Pyramyd Studios
Director :
Kristian Mercado
Executive Producer :
Andrew Nisinson
Producer :
Matt Glueckert
Offline Editor :
Niq Lewis
Color :
Aumi Ashley
Visual Effects :
Illustration/Design :
Ben Tuber
Illustration/Design :
Cecilia Calle
Illustration/Design :
Isam Prado
Illustration/Design :
Luciano Cian
Illustration/Design :
Rafael Perez
Music & Sound Design :
Beta Petrol
Bryan Ray Turcotte
VP/Executive Producer :
Composer :
Morgan Z Whirlege
Sound Design :
Brent Asbury
Producer :
Andy Brohard
Audio Post Production :
Star Trax
Audio Post Supervisor :
Roy Renz
VO Recording Engineer :
Vince DePaolo

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