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.
The film, titled “Canyon of Heroes: A Tribute to our Brave Healthcare Heroes,” marks the first Alicia Keys & Jay Z have ever approved the rights to their song “Empire State of Mind” for commercial film use. As Montefiore explained in a Tweet, the song is the hospital system’s official “Happy Code” alert, meaning that when a COVID patient is discharged, it plays over the speaker system.
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NEW YORK! I’m so proud to present my collaboration with @montefiorehealthsystem & @alto.ny to celebrate and honor all nurses NOW & FOREVER! You can see this campaign around New York starting today on walls on billboards as well as in the @nytimes !!! Thank you @atrbute and to the hard working painters who pulled this off @occasional.walldog.sign.co (I didn’t paint this one myself!) #nursesweek #montestrong #newyork #covid19 #coronavirus #dabronx
Tristan Eaton began exploring street art as a teenager. He then switched gears and designed his first toy for Fisher-Price when he was 18, going on to have a successful career in designer toys. In 2004, Eaton launched his own creative agency in NYC called Thunderdog Studios; he’s since designed in both the advertising and commercial art worlds for the likes of Nike and Versace, and even President Obama for whom he created a series of campaign posters. On his website, Eaton says, “Public art has the ability to inspire and transform our communities.”
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