A Mission in 4 Parts

“The strategy worked and the vehicle was brilliant . . . I must confess I’m proudest of this one because it was a tricky assignment . . . It worked magnificently.”

— Mitchell Balk, President, The Mt. Sinai Health Care Foundation.

Objective: Replace the standard ho-hum printed Annual Report with a more dynamic Video Annual Report. Communicate the 4 part mission of the Mt. Sinai Health Care Foundation. Make it clear all 4 parts are equally important and they all have to work together.

Strategy: Use a string quartet as a metaphor for the Foundation's mission. Find superb players from the Cleveland Orchestra in the form of the extremely talented OMNI Quartet. Photograph them in the visually gorgeous setting of a sunlit woods performing the Ravel String Quartet in F Major.