Nurses spend countless hours providing care to others. But sometimes that’s hard to see. This year for National Nurses Week, GE HealthCare is celebrating nurses everywhere by turning their hours into brushstrokes, to paint a detailed picture of what a nurse’s never-ending commitment to care actually looks like—in a way that’s never been expressed before.
BBDO New York partnered with Tim Okamura, a Japanese Canadian artist based in NYC known for his contemporary realist portraits, to bring this idea to life. Experiential partners Dot Dot Dash developed a customized frame that was composed of infrared lasers that were mounted on top of each canvas. Every time Okamura’s paint brush touched the surface breaking the path of the lasers it was recorded on the monitor beside the canvas.
Okamura helped visualize the “care data” of four different nurses, paying homage to their commitment with each stroke he painted. The number of brush strokes coincided with the many hours each nurse has selflessly given to patients.
And because a nurse’s work is never finished, neither are the paintings. Intentionally left incomplete, these “Canvases of Care” serve as a reminder and celebration of a nurse’s never-ending resilience, passion, and commitment to helping others.
This video shows us the painting reflecting the service and dedication of nurse Simone Hannah-Clark.
Rob Concepcion, creative director, BBDO NY, said, “Nurses dedicate so much time and energy to helping others. These unfinished paintings celebrate nurses’ never-ending commitment to care, and visualize that commitment in a way that feels tangible. Serving as a reminder how lucky we are to have them.”
Okamura observed, “I love the concept relating the brushstrokes to the number of hours that they’ve put in their career. It just really gives you a sense of how much work, how much dedication, just the commitment to care that each one of these nurses has put in.”
The artist added, “I feel empathy in all of their faces, and I just feel like I’m seeing some very kind people, like truly kind humans.”
CreditsClient GE Healthcare Agency BBDO New York Jon Chapman, chief creative officer, BBDO Health; Jess Rello, Rob Concepcion, creative directors; Sara Kway, jr. art director; Danah Fakhreddine, jr. copywriter; Enda Conway, head of connections strategy; Lucy Bennett, influencer lead; Ankit Mehra, strategic planner; James Young, EVP, director of interactive production; Philip Savage, interactive producer; Jasmine Batista, art producer; Kadin Herring, jr. interactive producer. Artist Tim Okamura Production Company BBDO Studios Kelly Matousek, director of BBDO Studios; Matt Brody, supervising producer; Hannah Squeglia, field producer; Greg Mezey, DP; Cathy Ellis, post producer. Technology Studio Dot Dot Dash Stu Kozlowski, executive director, business development; Adam Paikowsky, executive director technology; Steven Kasprzyk, business director; Danish Aziz, director of digital product; Madison Nouguier, project manager; Cody Steinfeld, jr. project manager.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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