This year's Montefiore Einstein Hospital holiday story focuses on home healthcare workers, who help patients recover from procedures in the comfort of home.

In the spot, dual plotlines tell the story of a toy shop owner recovering with the aid of a Montefiore Einstein home-care therapist and a classic holiday town that mysteriously isn’t experiencing the holidays.

Thoughtful editing and a cinematic score guide the viewer, with both gravity and levity, toward the emotional crescendo where the two stories come together. It’s only then we realize that the holiday town exists within the man’s toy shop, and the holidays cannot exist without his presence.

By immersing the viewers in a world and allowing them to connect the dots themselves, this film hopes to leave a lasting impression about the care Montefiore provides its patients and tell a bigger story about the importance of caring for each other in our community.

MontefioreEinstein Hospital is a non for profit institution that truly operates as a “hospital without walls” and believes in giving access to modern health care to everyone since its founding in 1884 in the Bronx. Despite its unwavering commitment to health care and deep roots in the community, MontefioreEinstein faces an unjust stigma as a second-tier, busy Bronx ER hospital lacking in care and innovation.

For the past three years, MontefioreEinstein has created a holiday film that we always aim to make iconic. The brief for this year’s holiday film was to focus our story on the team of Home-Healthcare-Workers who help patients recover from procedures in the comfort of their homes. Our goal was to create a spot that highlights this innovation but also to inspire viewers with a bigger message about the holiday spirit, the importance of community, and the undeniable truth that Caring, in fact, Makes Magic.

Crafting the holiday world of this spot meant bringing together “real live sets” and set builds at three different scales:

A small-scale world with a mixture of train sets and fabricated buildings, natural elements, and miniatures.

A mid-scale model was created to match certain story points and allowed us to film and then place our human actors in the smaller-scale world.

And a large-scale set, solely for the sledding and skating scenes.

Once the different parts of the village were shot, we used greenscreen to add our beautifully crafted characters into it.

The production in this film helps bring the magic of a holiday window into the real world, and the real world into the magic of a holiday window. The production design, when all working together, helps immerse the viewer into a fable-like world and leaves a lasting impression that is at once magical and authentic, heartfelt and fun

Montefiore Einstein Hospital is a non-profit that has believed in giving access to modern healthcare to everyone and operated as a “hospital without walls” since its founding in 1884 in the Bronx.

Despite its unwavering commitment to health care and deep roots in the community, Montefiore faces an unjust stigma as a second-tier, busy ER hospital lacking in care and innovation. Nevertheless, Montefiore continues to operate beyond its walls, bringing health care directly to patients through programs like School Health, Home Care, and Mobile Health vans. This allows Montefiore to provide health care in non-traditional settings, breaking down barriers to healthcare access in the Bronx.

Montefiore’s highly skilled professionals provide care where and when patients need it, including in their own homes, which was especially crucial during the pandemic. Their mission to heal, teach, discover, and advance the health of their communities is always at the heart of their work.