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.
