Northwell Health launches Northwell Studios to reimagine brand storytelling

Northwell Studios builds on the health system's track record of producing award-winning documentaries that have reached millions of viewers worldwide across every major platform

Northwell Health, New York State’s largest health system, today announced the launch of Northwell Studios, a dedicated entity focused on harnessing the power of storytelling and entertainment to humanize health care and spark meaningful social conversations.

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Northwell Health has participated in five documentaries so far, including the 2021 Oscar shortlisted “First Wave.” (Credit: Northwell Health).

To help advance this mission, Northwell Studios has entered a new development deal with award winning and Creative Artists Agency (CAA) represented film and television production company, CreativeChaos vmg, led by Ilan Arboleda and Tom Donahue, to develop and co-produce both scripted and unscripted films. Together, five new productions are underway, including stories about Northwell’s clinical expertise, one-of-a-kind patient-centered programs, innovative technologies and, most importantly, the brave and bold employees and patients who are at the heart of every story.

“We recognize the immense power of storytelling to connect with audiences on a deeper level,” said Ramon Soto, senior vice president and chief marketing officer at Northwell Health. “Northwell Studios represents a natural evolution of our commitment to purpose-driven and movement thinking, a framework we’ve pioneered to translate brand purpose into impactful real-world initiatives. Through entertainment, we can break down the walls of our hospitals, amplify the voices of our frontline heroes, and shed light on critical health and societal issues.”

“Northwell and CreativeChaos have a shared vision and proven track record of using media and storytelling to raise awareness about the most pressing topics facing society today, to challenge the status quo and to inspire change,” said Ilan Arboleda, co-founder and co-CEO of CreativeChaos vmg. “Bringing our expertise in entertainment, production, and brand collaboration to such an innovative and respected organization is an exciting opportunity. Together, we look forward to developing compelling content that will resonate with audiences.”

In addition to partnering with CreativeChaos vmg on the development of original content, Northwell Studios will continue to partner with passionate filmmakers, writers and creative visionaries who are driven to tell impactful stories that matter. By opening the doors to its facilities and providing access to our network of medical experts and consented patients, Northwell Studios will work hand-in-hand with storytellers to develop and produce compelling content. Furthermore, the studio is committed to partnering with distributors to ensure these stories reach a wide and engaged audience.

Building on the success of critically acclaimed documentaries like the Netflix series Lenox Hill and Emergency NYC, created by Yulari Films, and the Academy Award-shortlisted COVID-19 documentary First Wave directed by Matthew Heineman and now available on National Geographic, Northwell Studios will develop a diverse slate of video-focused productions, including docuseries, scripted films, and other innovative video content.

“As New York's largest healthcare provider, Northwell has a responsibility to lead not just in treating patients in our communities, but in addressing the critical social issues that impact our collective well-being,” said Michael Dowling, president and CEO of Northwell Health. "Just as we’ve done with gun violence, mental health, and other urgent challenges, Northwell Studios will leverage the power of storytelling to change the conversation, spark dialogue, and inspire action on a global scale.”

Since 2017, Northwell Health has collaborated with renowned filmmakers and production companies on five documentaries, garnering six Emmy Awards and an Academy Award shortlist, and reaching tens of millions of viewers worldwide. The health system’s most recent project, HBO’s One South: Portrait of a Psych Unit, was created by Gidalya Pictures and premiered at the DC/DOX Film Festival and HBO and is now streaming on Max. Filmed at Northwell’s Zucker Hillside Hospital in Queens, NY, One South offers an unflinching yet compassionate look at the lives of patients and staff within a locked inpatient psychiatric unit.

Northwell Studios will continue to prioritize authenticity and impactful storytelling by:

• Partnering with leading storytellers: Northwell Studios will collaborate with established and emerging filmmakers who share the organization’s commitment to creating high-quality, thought-provoking content.
• Ensuring broad reach and distribution: The studio will work to secure distribution partnerships that guarantee wide viewership and engagement.
• Maintaining brand safety and privacy: Northwell Studios is committed to maintaining the highest ethical standards, prioritizing patient privacy and brand safety throughout the production process.
• Upholding creative integrity: The studio will continue its partnership model to ensure their stories are told genuinely and by outside voices and talent.

About Northwell Health

Northwell Health is New York State’s largest health care provider and private employer, with 21 hospitals, about 900 outpatient facilities and more than 12,000 affiliated physicians. We care for over two million people annually in the New York metro area and beyond, thanks to philanthropic support from our communities. Our 85,000 employees – 18,900 nurses and 4,900 employed doctors, including members of Northwell Health Physician Partners – are working to change health care for the better. We’re making breakthroughs in medicine at the Feinstein Institutes for Medical Research. We're training the next generation of medical professionals at the visionary Donald and Barbara Zucker School of Medicine at Hofstra/Northwell and the Hofstra Northwell School of Nursing and Physician Assistant Studies. For information on our more than 100 medical specialties, visit Northwell.edu and follow us @NorthwellHealth on Facebook, X, Instagram and LinkedIn.

About CreativeChaos vmg

It’s been an incredibly busy period for the Creative Artists Agency (CAA) represented CreativeChaos vmg, whose six part docuseries Mafia Spies was released last month on Paramount+ and Showtime to strong critical reviews and much fanfare. Produced along with Danny Strong, Matt Jackson, and Susan Zirinsky, Mafia Spies tells the incredible true story of how the CIA hired the Chicago Mafia to Kill Fidel Castro. Just before that, the four-part docuseries The Murder of God’s Banker was an international hit for Paramount+. Earlier this year, 10 years after the release of their classic Hollywood documentary, Casting By, the Academy Awards finally created an oscar category for casting directors as a direct result of the film. Other award recent winning films by the company include: the Dean Martin biography King of Cool (TCM) with Leonardo DiCaprio’s Appian Way, Martin Scorsese and Danny Strong Productions; the gender discrimination documentary This Changes Everything (Netflix) produced in partnership with Geena Davis, the cautionary film Bleed Out (HBO); and the music documentary Los Tigre del Norte at Folsom Prison (Netflix), which was nominated for two Latin Grammys and won Album of the Year.

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