Shift NYC is a series of video public service announcements (PSAs) for the Mayor’s Office of Media and Entertainment (MOME) produced by the Multimedia Center at Lehman College, in collaboration with the School of Arts and Humanities. These PSAs highlight specific businesses or cultural institutions in each of New York City’s five boroughs that have successfully changed course during the Covid-19 crisis in order to survive and support the surrounding communities. The selected organizations not only highlight the diverse communities of NYC’s boroughs but also different categories ranging from film/tv, theatre, music, service industries and digital media.

Shift NYC is produced by a team of 11 faculty and staff from Lehman College working alongside 10 student interns in the areas of production, post production, graphics, music composition, audio post production and social media marketing. Through this project, students gained access to numerous industry professionals in a unique hands-on learning experience. In addition to working with their faculty mentors, student interns attended a series of 10 masterclass workshops lead by faculty over the course of Spring 2021 to learn about all the areas involved in the production of these videos.

Shift NYC is the second time Lehman College has partnered with MOME. Previously, Lehman faculty and students produced the video vignette series, “Best of the Bronx” highlighting the cultural and historical richness of the Bronx.

The five episodes, which can be viewed, will also be shown on NYC TV and Taxi TV in addition to other venues.