We were tasked by Montefiore Einstein to tell Barbara Higgins’ story through a visually moving and empowering narrative. This piece was to be the center focus of Montefiore Einstein’s 360 campaign surrounding Barbara.

After losing a child to a brain tumor, Barbara Higgins discovered she had three brain tumors. With the help of the Montefiore Einstein Neurology team, not only did she recover, at 57 she gave birth again. The Montefiore Einstein team moved mountains for her, and because of their life-saving work- we were able to highlight her incredible story.

Montefiore Einstein was moved to honor Barbara’s remarkable journey through a creative and thoughtfully curated storytelling approach. As a healthcare provider committed to excellence, Montefiore Einstein's personalized care approach ensures each patient receives the highest level of care without walls.

The production and creative approach used in telling Barbara's story is testament to Montefiore Einstein's unwavering commitment to excellence. With meticulous attention to detail and consideration of the crew and creatives involved, the story was crafted to showcase the personalized care and familial support that patients can expect to receive at Montefiore Einstein.

Through this approach, the message was amplified that Montefiore Einstein not only provides exceptional care, but also fosters a warm and supportive environment where patients are treated like family. By sharing Barbara's inspiring journey and showcasing the personalized care approach at Montefiore Einstein, this creative storytelling endeavor served as a true reflection of the organization's core values.

The collaboration between our director and creative directors yielded a concept that beautifully captured the parallels between Barbara's journey and the metaphorical climb of a mountain, instilling a sense of hope and perseverance in viewers. Through breathtaking landscapes and imagery, we were able to effectively tell Barbara's story in a way that resonated deeply with audiences and inspired them to keep pushing forward.

The transition from dusk to dawn was also used to great effect, symbolizing Barbara's unwavering resilience in the face of adversity. The result was a stunning two-minute narrative commercial that aired on television and in prominent venues such as Madison Square Garden, leaving a lasting impact on all who saw it. With over 5.3 million views and counting, this commercial serves as a testament to the power of storytelling and the enduring human spirit.

Barbara Higgins' story is one of remarkable resilience and hope. After losing a child to a brain tumor, she discovered that she had three tumors of her own. However, with the help of the Montefiore Einstein Neurology team, Barbara not only recovered from the ordeal, but also gave birth to a child at the age of 57.

The film showcasing her journey takes place against the awe-inspiring backdrop of Utah, where she metaphorically ascends a mountain from dusk to dawn, paralleling her personal journey from darkness to light. The stunning visuals of the film perfectly complement the emotive and inspiring narrative of Barbara's story, making it a testament to the transformative power of personalized care and the resilience of the human spirit.

This captivating commercial made its grand debut in the heart of bustling New York City at Madison Square Garden, a venue filled with over 15,000 enthusiastic attendees during a thrilling New York Rangers game. It immediately captured the attention of the live audience and set the stage for its nationwide broadcast premiere during the highly anticipated series finale of the hit television drama, "This Is Us," which was viewed by over 6.4 million people across the country.

Since its initial airdate, the spot has continued to captivate audiences and has garnered a staggering 5.3 million views on YouTube alone. Its powerful storytelling and emotive visuals have earned widespread acclaim and touched the hearts of viewers from all walks of life. The commercial's message of hope, resilience, and the transformative power of personalized care has resonated deeply, cementing its status as a timeless and enduring testament to the human spirit.