This United Way New York City PSA–directed by Matt Lenski of Arts & Sciences–celebrates the city’s innate ability to retain its essence, even in the face of a global pandemic. A nightly case in point is the city’s moving 7pm tribute as New Yorkers gather on streets (at a safe distance, of course) or lean out of their windows, banging saucepans, clapping, cheering and hollering as exhausted healthcare workers make their way home after a shift.
“It’s quite emotional and cathartic—a little reprieve every night,” said Lenski, a native New Yorker who has turned video footage of the nightly salute into this moving new PSA, “I Happen to Like New York,” for the United Way.
The piece was conceived as a way for Lenski and Arts & Sciences to capture the true spirit of New York–which has maintained its resolve despite being one of the hardest-hit cities during the COVID-19 crisis. Equally important, the PSA serves as a way to both celebrate and create awareness of the New York chapter of the United Way, which has been working tirelessly during the COVID-19 crisis to provide support and resources to New Yorkers in need.
And just as New Yorkers are coming together to cheer during difficult times, they also came together to create this film. Lenski, Arts & Sciences and their New York sales rep Tara Averill, spearheaded the effort by asking fellow NYC production partners, friends and clients to contribute a single shot that captured their perspective of the nightly salute. From banging pans, to sounding notes on a trumpet and in one case using a pair of oversized foam core hands to applaud workers, Arts & Sciences was overwhelmed by the powerful and inspiring images of New Yorkers saluting essential workers all across the five boroughs.
“It shows up in all sorts of ways that we would never have expected,” said Lenski. “Some shots have been really heart-felt and others have been humorous. People are experiencing this in so many different ways.”
The soundtrack, provided by Walker, is “I Happen to Like New York,” a semi-obscure song by the iconic Bobby Short that begins as a simple three-note piano figure before building into a full-blown paean to the city that never sleeps.
CreditsClient United Way New York City Production Arts & Sciences Matt Lenski, director/creative director; Matt Aselton, partner; Mal Ward, Marc Marrie, managing directors; John Benson, Tara Averill, exec producers; Christa Skotland, head of production; Kristin Porter, producer. Editorial Mackenzie Cutler Dave Koza, Brendan Hogan, editors; Zoe Newman, assistant editor; Gina Pagano, exec producer; Jimmy Hayhow, Flame artist; Sam Shaffer, mixer. Music Walker Song: “I Happen to Like New York” by Bobby Short; Sara Matarazzo, sr. exec producer; Stephanie Pigott, Abbey Hendrix, exec producers; Danielle Soury, producer; Christopher Keyes, chief engineer. Title Design & Animation Work-Order Keira Alexandra, Kiffer Keegan, creative directors; Antoine Mauron, designer & animator; Rusty Van Riper, project manager; Carolyn Figel, illustrator. Special Thanks For Contributing Footage Amy Henry, Andy Lilien, Clement Price Thomas, Connor Todd, Cynthia Medina, Daniel Navetta, Dave Williams, Dina Clay, Emily Moore, Eric Oglander, Greg Chan, John Benson, John Robertson, Josh Griffiths, Kara Collier Ibanez, Lexie Robinson, Lucy Sheen, Mat Kim, Matt Lenski, Matt Pascuzzi, Melissa Barton, Mike Warzin, Murray & Maryanne Butler, Peter & Becky Donahue, Peter & Kate Deming, Raphael de Cardeneas, Ron Egozi, Roxanne Assoulin, Sam Levy, Shawn Regruto, Tara Averill, Toure, Trent Jacklitsch, Zach Grant.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More