• by Les Luchter , March 16, 2025

In the Louvre in Paris, the iconic Winged Victory of Samothrace sculpture remains headless. Not so in metro New York, where she finally acquires a head -- thanks to a new spot from Northwell Health’s Katz Institute for Women’s Health.

“For centuries, women’s health has been incomplete,” intones a female voice as a woman wondering through the halls of a museum views the Venus de Milo, the Three Graces and the Winged Victory, all with “pieces missing, studies left unfinished.”

“Northwell is rewriting history by giving women the care they deserve,” the voice continues as the woman aligns her head atop Winged Victory. “That’s why more women choose us than any other health system in New York.”

The commercial, from Northwell’s agency of record StrawberryFrog, used 3D printing and CGI to recreate the three statues. RSA Films and Patriot Films handled production, with visual effects by The Refinery .

The campaign, titled “Master Pieces,” will run through June on broadcast TV, digital video and social media. Out-of-home and radio components will also be continued through June.

Northwell and StrawberryFrog previously tackled women’s health issues in 2021, with “Breaking the Mold,” a campaign that addressed the problematic fact that  research studies and treatment protocols were historically designed only around the male body.

“For too long, medicine has taken a one-size-fits-all approach, even though women’s bodies and health needs are fundamentally different,” said Stacey E. Rosen MD, Northwell’s senior vice president, Women’s Health and executive director of The Katz Institute, said in a press release.

“To bring the revolutionary work Northwell is doing in women’s health to life creatively, we had to find a way to tell that story in a big way,” StrawberryFrog CCO Nick Sonderup added. “We found our muse, or muses, in some of the most iconic and historic female statues. Once we realized the parallel they provided to the story we wanted to tell, it wrote itself from there.”

“Master Pieces” is also a continuation of Northwell’s ongoing “Raise Health” theme, which debuted in 2021 “with the purpose of providing better health for all.”