{"id":6804,"date":"2019-03-12T18:24:18","date_gmt":"2019-03-12T18:24:18","guid":{"rendered":"https:\/\/wpinitiate.com\/index.php\/2019\/03\/12\/noma-bar-newyork-presbyterian-cracking-the-code-precision-medicine-90sec\/"},"modified":"2019-03-12T18:24:18","modified_gmt":"2019-03-12T18:24:18","slug":"noma-bar-newyork-presbyterian-cracking-the-code-precision-medicine-90sec","status":"publish","type":"post","link":"https:\/\/wpinitiate.com\/index.php\/2019\/03\/12\/noma-bar-newyork-presbyterian-cracking-the-code-precision-medicine-90sec\/","title":{"rendered":"NOMA BAR &#8211; NewYork Presbyterian \u201cCracking The Code\u201d  Precision Medicine &#8211; 90sec"},"content":{"rendered":"<p><iframe loading=\"lazy\" width=\"580\" height=\"380\" src=\"https:\/\/player.vimeo.com\/video\/179935891?color=00adef\" frameborder=\"0\" webkitallowfullscreen mozallowfullscreen allowfullscreen><\/iframe><br \/>dutchuncle.co.uk\/noma-bar<br \/>\nSecond in a series of films meant to increase understanding of new therapies at the frontiers of medicine, \u201cCracking The Code\u201d explains how precision medicine in changing cancer care. Learn more at nyp.org\/decodingcancer..<\/p>\n<p>Instead of \u201ctalking lab coats\u201d or difficult technical jargon, the film uses metaphor and story-telling, brought to life by a striking animation by Noma Bar.<\/p>\n<p>**CREDIT LIST**<br \/>\nIllustration and Direction &#8211; Noma Bar<br \/>\nAnimation &#8211; Ale Pixel Studio<br \/>\nProduction Company &#8211; Dutch Uncle, New York<br \/>\nClient &#8211; NewYork-Presbyterian Hospital<br \/>\nAgency &#8211; Seiden NYC<br \/>\nCreative Director+Art Director &#8211; Eric Houseknecht<br \/>\nCopywriter + ECD &#8211; Steven Feinberg<br \/>\nKati Schultheis &#8211; Account Director<br \/>\nProducer &#8211; Jill Levy (Sanity Productions)<br \/>\nSound &#8211; Weston Fonger (Yessian Music)<br \/>\nVoice Over &#8211; Brian d&#8217;Arcy James<br \/>\n__<\/p>\n<p>**Interview with Stephen Feinberg (Seiden ECD) **<br \/>\nWhat was the strategic approach to this ad?<br \/>\nThe strategic approach for the campaign overall was to highlight particular \u201camazing things\u201d happening in medical innovation at NYP and its associated medical schools.<br \/>\nWe saw a need for content to explain some of the advances being talked about in mainstream media in terms an educated lay person could understand, and in a way that would encourage engagement (as opposed to a \u201ctalking lab coat\u201d video or overly technical material intended largely for professionals).<br \/>\nWhy use animation?<br \/>\nThe subject matter is difficult to visualize in a literal way. We wanted to tell a story, not dispense facts. We needed to use analogies and metaphors to get people to understand highly technical, abstract concepts\u2026so animation was a natural choice. The key was to find a style that was entertaining but not cartoonish\u2014witty as opposed to slapstick. Noma Bar was an excellent fit for that.<br \/>\nHow does this fit into the Amazing Things campaign?<br \/>\nThe patient stories will continue: their job is reinforce NewYork-Presbyterian\u2019s incredible, patient-focused care and the life-changing outcomes that result.This new effort, which is by design more informational and more specific to a particular clinical area, is meant to highlight specific areas of strength within the organization. It is also more \u201cretail\u201d in nature, allowing patients to find and make appointments with the appropriate physicians. Key to that is a significant digital component to the campaign.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>dutchuncle.co.uk\/noma-bar Second in a series of films meant to increase understanding of new therapies at the frontiers of medicine, \u201cCracking The Code\u201d explains how precision medicine in changing cancer care. Learn more at nyp.org\/decodingcancer.. Instead of \u201ctalking lab coats\u201d or difficult technical jargon, the film uses metaphor and story-telling, brought to life by a striking&hellip;<\/p>\n","protected":false},"author":1,"featured_media":6805,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wp"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/posts\/6804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/comments?post=6804"}],"version-history":[{"count":0,"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/posts\/6804\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/media\/6805"}],"wp:attachment":[{"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/media?parent=6804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/categories?post=6804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wpinitiate.com\/index.php\/wp-json\/wp\/v2\/tags?post=6804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}