CASEY’s Andree Ljutica celebrates the real stories of patients and providers in a series of high-visibility campaigns for New York Presbyterian
CASEY’s Andree Ljutica celebrates the real stories of patients and providers in a series of high-visibility campaigns for New York Presbyterian
The director/photographer’s intimate portraits were often captured within seconds as doctors, nurses and patients rushed between surgeries or went about their daily routines– but they have colored NYC’s streets for the past two years in billboards, buses, trains and stations
New York Presbyterian serves three hundred thousand patients a year in the emergency room alone. Its team, fifty thousand-strong, makes up ten hospitals across New York City and over two hundred specialized clinics. And each patient and each provider have a story that is theirs alone.
Ljutica’s task? To capture the moments that make up the lives behind one of the country’s largest healthcare networks. Featuring only real patients, doctors, and nurses, the director and photographer used a unique, unobtrusive portraiture style to capture lifechanging instants but also day-to-day activities and interactions in and around NYP hospitals.
The images, which were produced by CASEY, are part of Havas’ Emmy Award-winning campaign “Stay Amazing,” which highlighted the humanism behind great healthcare, at the tail-end of COVID. At once unadorned and totemic, Ljutica’s “characters” have taken over the boroughs of New York, in buses, trains, and billboards.
His style is immediately recognizable—it draws on street photography and Bresson’s Decisive Moment, as much as on the work of the early colorists. It carries great energy and unexpected emotion, without a drop of sentimentality. It is informed by his work as a documentary filmmaker and propelled by honesty.
Ljutica tells of how fast he had to work to capture doctors in between surgeries or else patients, in the prime of health, playing sports. One of the great things of the project is how, two years later, it makes a comprehensive body of work, a eclectic depiction not only of a healthcare network, but of life in the city at a momentous and terrible and also life-affirming post-pandemic era.
Part of CASEY’s renowned roster, which also includes Carlo Van de Roer groundbreaking R&D studio Satellite Lab, as well as director teams Cokau, Favourite Colour: Black, and photographer-directors Claire Benoist, Matthew Jones, and Mads Perch.Ljutica is behind the award-winning documentary 756 and the narrative short—and YouTube sensation—How to Say I Love You at Night.
Commercially, he has recently directed Microsoft’s 2023 Holiday campaign “Make Your Holiday a Masterpiece,” alongside McCann. Past clients include Nike, Air France, Everlast, Google, Calvin Klein, Marriott, Budweiser, and Harley Davidson. He is an exclusive CASEY director and photographer as well as managing director of the creative studio Lello.
CASEY is a full-service AICP production company working across several genres. Recent clients include Cartier, Maybeline, Apple, Lexus, Meta, Flonase, and an award-winning documentary short for Theraflu. Managing partner and EP Patrick Casey has been immersed in the world of film, photography and new media for over twenty years, launching CASEY as a high-end production partner and creative agency in 2013.
