"Everyone love a comeback." The tagline is true — but it's most moving when the premise is life and death.

The latest spot for Montefiore Einstein Hospital focuses on a remarkable patient’s success story.

Titled “Everyone Loves a Comeback,” the 150-second spot by Alto centers on Paul Rivera. After serving in the Army, he moved back to New York, raised a family and worked construction and HVAC. But when he got pulmonary fibrosis, likely caused by chemical exposure on the job, his life spiraled. Unable to breathe and rejected by multiple hospitals, Rivera got a lung transplant Montefiore Einstein — and renewed life.

Paul Rivera’s real-life miracle is relayed cinematically by Paul Giamatti (“Sideways,” “Billions”) as he sits at a table surrounded by fellow actors. The spot, directed by Oscar-winning filmmaker Alexander Payne, is live across TV, social, Print, OOH and OTT.

Payne’s long-serving composing partner Mark Orton (“The Holdovers”) also scored the work.

“So often, medical stories over-rely on facts and statistics, rather than telling the human story behind doctor and patient,” said Hannes Ciatti, founder-chief creative officer at Alto. “In New York, stories about local heroes are passed on to become legends. 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, and celebrate Montefiore Einstein for practicing world-class healthcare for all.”

Montefiore Einstein is ranked in the top 1% of all hospitals in the nation for pulmonology and lung surgery, according to U.S. News & World Report.

Alto's client work includes Upwork, Consumer Cellular, Squarespace and Beats by Dre.