SITE LINK: NewYork-Presbyterian Careers

NY-Presbyterian Hospital

Story by Kevin King :: Creative Director :: JWT INSIDE :: 2008-2010
Role: Concept, Creative Direction
Date: March 2010

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It was the weekend before the pitch and we were still trying to figure out an angle. Pressure was on, since this was a chance to win back a prestigious client who had left the agency a few years prior.

My chief writer Bob Rosswaag and I were talking about how the hospital is such an intricate part of New York City. If we were going to be telling stories about everything the people of NewYork-Presbyterian do, we really needed to make the city a key character.

Bob had a flash of inspiration: the opening credits for Mr. Bug Goes to Town, where the camera flies down from above the clouds until it zooms into a building in Manhattan (see video on the left).

That made me think about Google Earth and how the interface can start in space and zoom into any location. Plus it can be populated with all sorts of cool things. It could be the heart of our site, with locations, history, events, and patients’ stories living in that world.

The idea of a Google Earth interface won the assignment and the client. In development the concept morphed and evolved, but you’ll still see the essence of a New York world populated with the the people and stories of NewYork-Presbyterian.