Street artist Tristan Eaton reveals new Midtown mural thanking NYC’s nurses
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.
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.”
Montefiore worked with their creative agency Alto NY on the campaign. You can explore the digital tools here >>
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