Lost Highway Films director Peter Rabot along with agency Munn Rabot have created a heartbreaking piece for New York Presbyterian Hospital honoring the life of young NYP patient Danion Jones.
This is a story about hope. Danion was born a healthy baby boy, 8 pounds, 9 ounces. When he was 2, he began getting sick, and was diagnosed with a brain tumor. His mother brought him to Dr. Mark Souweidane, director of pediatric neurosurgery at the Phyllis and David Komansky Center for Children’s Health at NewYork-Presbyterian Hospital/Weill Cornell Medical Center, who removed most of the tumor. Within a few months, Danion was able to walk and talk again.
During the next four years, despite continuing treatments, Danion was able to participate in activities he enjoyed. He was passionate about singing and dancing, and his mother was able to capture what she says are priceless moments in photos and videos. When Danion was six-years-old, he performed at the Apollo Theater in Harlem. That year Danion was also filmed in a campaign for the hospital, created by Director Peter Rabôt and creative partner John Stingley with Lost Highway Films. Danion’s infectious smile and grooving dance moves grace the spot with the upbeat energy of a joyful six-year-old.
You can see Danion light up the screen HERE.
Sadly, despite everything that was done for Danion, his condition could not be held at bay indefinitely and he passed away on December 4, 2011.
Upon learning of the boy’s death NewYork-Presbyterian Hospital and Munn Rabôt initially cancelled finishing the spot. They then challenged each other to figure out how to tell this remarkable story. Over the last year, Peter and John have been in touch with Danion’s mother who felt the ad-which showed her little boy at his best-was a way of celebrating his life and honoring the medical team who had given Leah and him four years together that he might not have had without their care. With Leah’s full support NewYork-Presbyterian collaborated with Munn Rabôt to make the spot work, and together they created a piece that is true and touching.
For Peter, New York-Presbyterian has provided an opportunity for creativity and growth, and Danion’s story has been no different. “The hospital category is probably the single more difficult category to engage the audience. My challenge was to break through this barrier, ” explained Peter. “Anyone can tell the truth, but few can tell it well.” Telling Danion’s story has been a difficult but rewarding project for Peter and Lost Highway.
The “Amazing Things” campaign highlights patients’ stories in their own words. Not all stories have happy endings, but all the stories are candid and heartwarming portrayals of physical and emotional struggles and triumphs.
Lost Highway believes the ad is a tribute to Danion. We are grateful to Danion’s mother for her full support and encouragement to proceed with the ad.
Credits
Agency: Munn Rabot
Producer: Rachel Manis
Creative Director/ Interviewer: John Stingley
Photographer: Garrett Lubertine
Production: Lost Highway Films
Director : Peter Rabot
Director of Photography: Maryse Alberti
Executive Producer: Marc Rosenberg
Production Manager: Natalie Warkenthien
Editor: Antoine Mills
Music: Jonathan Helfand – Jonathan Helfand Music & Post
Sound: Anthony Starbuck, mixer
Lost Highway Films is a television & film production company specializing in Commercials, Digital Content, VFX, Promos, Animation, Documentary, and Long Format. Lost Highway Films unders
