Bob Broadfoot | Art Director
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the fin

  -   Northwell Health asked us to deliver a print ad that spoke about their Veteran services.  But we found that 6% of returning veterans are missing a limb and that there wasn’t any sort of prosthetic that allows amputees to embrace a natural swim and move freely from land to water.   So we set out to change that. Together with Northwell Health, and a guided team of experts we created a ground-breaking amphibious device: The Fin.

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Northwell Health asked us to deliver a print ad that spoke about their Veteran services.

But we found that 6% of returning veterans are missing a limb and that there wasn’t any sort of prosthetic that allows amputees to embrace a natural swim and move freely from land to water.

So we set out to change that. Together with Northwell Health, and a guided team of experts we created a ground-breaking amphibious device: The Fin.

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While developing the Fin, we organized and filmed the process to create content that allow us to show how Northwell delivers on its brand promise across all services.

 -  We created a online hub that housed a documentary about the development process as-well as additional service that Northwell Health system offers. Here is the full length documentary.

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We created a online hub that housed a documentary about the development process as-well as additional service that Northwell Health system offers. Here is the full length documentary.

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From the documentary came a range of social tactics, print, OOH and TV spots that ran through-out the New York state area.

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 -  From there countless news sources used what we created to then develop their own version of the story. With New York Times Running a front page and double page spread including a Facebook Live test of the Fin.

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From there countless news sources used what we created to then develop their own version of the story. With New York Times Running a front page and double page spread including a Facebook Live test of the Fin.

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 -  I was a Creative Director, Photographer and Designer for this campaign.

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I was a Creative Director, Photographer and Designer for this campaign.