The Best Work You May Never See: United Way, Director Matt Lenski "Happen to Like New York" In PSA Tribute To Frontline Workers
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Robert Goldrich3196 views
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.
Client 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.