Artwork titled “Now & Forever” by Tristan Eaton created exclusively for Montefiore and Alto New York’s 2020 “Heroes” campaign
Los Angeles-based painter and designer Tristan Eaton is well known for his street murals, which he’s brought to NYC through a collaboration with Montefiore Hospitals. The towering artwork, which sought to capture the heroism of our healthcare workers, is located on 34th Street and 8th Avenue and is part of a larger appreciation campaign for National Nurses Week sponsored by Montefiore and its creative company of record, Alto NY. They wanted to create a “digital” ticker-tape parade and “extend the Canyon of Heroes to the doors of every hospital in New York.” Using Eaton’s mural as a template, New Yorkers can create their own hero image by uploading a photo on the website or through Instagram. In addition, Montefiore has created a moving video thanking all the brave nurses.