How Northwell and agency JWT New York focused on creating a brand act over a brand ad, and ended up with innovation that helps people. How Northwell and agency JWT New York focused on creating a brand act over a brand ad, and ended up with innovation that helps people.Two weeks ago, a story in The New York Times introduced us to Dan Lasko, a 34-year-old Afghanistan war veteran, as he first got in the pool to test of The Fin, a first of its kind custom-fitted 3D-printed prosthetic leg created for amputees to go straight from land into the water and back.