“We Find A Way” Developed by SS&K and captured by award-winning photojournalist and Pulitzer Prize-finalist Ashley Gilbertson, the campaign captures distinctive, human moments between the staff and real patients in life-and-death scenarios. Mr. Gilbertson captured Mount Sinai’s response to the pandemic for The New York Times for a piece titled “A City Ruptured” where he embedded on a COVID-19 unit. He jumped at the opportunity to work with Mount Sinai again. The people and stories captured by Mr. Gilbertson are illustrative of an organization that goes far beyond what it means to be a health system and evokes the emotional struggle and triumph of academic medicine.