Havas and Prose on Pixels Test New Production Model for NewYork-Presbyterian Campaign

New York-Presbyterian has unveiled the latest iteration of its ‘Stay Amazing’ campaign. Initially launched in 2021, the brand platform centres the healthcare provider as a wellness partner at every stage of people’s lives.

The new work features oncology patient Danielle and her oncologist Dr Wiechmann. Running across TV, social, digital, out-of-home, print and radio, the campaign documents Danielle’s journey from cancer, to IVF, to becoming a new mother in remission, shining a light on NewYork-Presbyterian’s holistic oncology care, which treats not only the cancer, but everything it can affect.

Led by creative agency Havas New York, a pioneering production model in collaboration with Prose on Pixels (POP) was utilised, streamlining production and bringing strategy, creative and production closer together under Havas’ ‘Think, Make, Deliver’ model.

The converged production model, championed by Devika Mathrani, chief marketing and communications officer at NewYork-Presbyterian, puts content at the core, with all members of the team – from creative to production – receiving the same brief at the same time, thus opening up lines of communication and eradicating inefficiencies. It’s an approach that’s designed to deliver speed, quality and value without sacrificing craft.

“Collectively, our organisations believe that how we produce our stories is just as important as the stories themselves,” she explains. “Our new ‘Stay Amazing’ oncology campaign reflects a new era of storytelling – one that is faster, more collaborative, and deeply human. By bringing together strategy, creative, media and production from the start, we’ve created a model that mirrors the integrated, patient-centred care that NewYork-Presbyterian delivers every day, and elevates the creativity, quality and impact of our work.”

The entire campaign was shot, produced and edited within Havas and POP, with executive creative director Taras Wayner leading creative, and group executive producer, Perry Kornblum, responsible for overseeing production.

“Our new collaborative production model transforms how we tell patient stories,” says Taras, speaking with LBB. “From day one of each project, we bring our entire team to the table: creatives, production, strategy, account management, and media. But this isn't just about efficiency.

“The real magic happens when everyone becomes invested in the authentic human stories we're telling. Instead of a traditional handoff model, our whole team gets to know the patients and doctors personally. This deep connection naturally leads to richer, more authentic interviews for the storytelling – because these aren't just ‘subjects’ to us anymore. They're real people whose experiences we genuinely understand and care about. When the entire team is emotionally invested from the beginning, it shows in every frame. The stories become fuller, the details more meaningful, and the final product more powerful.”

Allowing for better interviews and stories, and optimising both time and spend, the production model drives efficiency in many ways, whilst also acting as a driver of authenticity that’s found few real human connections.

Perry shares a similar view, adding, “This is more than a new production process; it’s a new way of working. By uniting every discipline from the start, we’re breaking down silos through a model that delivers ideas faster and with greater impact. It’s how modern campaigns are being produced – adapted to a new speed of production and innovation. Our quality of work does not change, and I think that’s the most important position we need to hold.”