Paul Giamatti and Montefiore Einstein Bring a New York Comeback Story to Life

Something special from Alexander Payne and Alto

If I ever overcome incredible adversity to earn a second chance at life, I’d want Paul Giamatti to tell my story.

The Sideways star shines for Montefiore Einstein hospital, hanging out in a diner with friends and recounting the tale of fellow New Yorker Paul Rivera, who beat lung disease. Created by Alto and Oscar-winning director Alexander Payne (a frequent Giamatti collaborator), the action cuts between scenes at the greasy spoon and flashbacks about Rivera’s life.

In some ways, it’s standard feel-good stuff. But Giametti elevates the narrative to another level. His storytelling chops—relaxed and conversational, yet intensely compelling—make Rivera’s rollercoaster ride spring to life and transform the short film into something quite special.

Alto CCO Hannes Ciatti says the team strove to avoid getting bogged down in facts and statistics, zeroing in on “the human story behind doctor and patient.”

Plus, the world over—and especially in New York—”stories about local heroes are passed on to become legends,” Ciatti says. “Paul Rivera and Montefiore Einstein’s story is worthy of that treatment and from the best storytellers. Paul Giamatti and Alexander Payne were both excited to share it.”

In recent years, Alto and Montefiore have crafted many notable campaigns. These include 2023’s magical holiday short from Tom Hooper; a spot featuring a an injured unicorn; and personalized ads for patients seeking organ donors,

The Giamatti work breaks this week across TV, social, Print, OOH and OTT.