May 14, 2014

'Happiness is the truth'

PLATTSBURGH — Pine Harbour Assisted Living’s new video starts with vintage-galactic fanfare then switches in a star twinkle to the residents’ and staff’s interpretation of Pharrell’s “Happy” — with spectacularly hilarious results. 

The neo soul/funk song’s video is replicated around the world, and now Pine Harbour is representing Plattsburgh.

Pine Harbour is a member of the Empire State Association of Assisted Living, and the association was the catalyst for the video.

“They called us up and asked us to create a special video for this year’s conference (held May 6),” said Maria Dias, sales and marketing director.

“It’s their 35th anniversary. This year’s theme is 35 years young, strong, healthy and happy. It only seemed fitting to use the ‘Happy’ song by Pharrell Williams to showcase what assisted living is all about.”


Dias shot the majority of the footage at 15 New Hampshire Road facility, where residents get assistance with Activities of Daily Living such as bathing, grooming and dressing.

Other services include cleaning, medication management, meal preparation, social activities, laundry services, transportation and assistance with scheduling doctor’s appointments.

“We just tried to engage the residents during their regular activities,” Dias said. “It (video) resulted in a lot of dance parties. It was a lot of fun. The residents got really into it. The staff, we had to coerce them a bit. They got into it to, though they didn’t want to admit it.”

Video editing was outsourced to Jacob Salka.

“He was great to work with,” Dias said. “We told him what we were looking for and we were showcasing assisted living. We wanted (people) to understand what assisted living is. He gave us some awesome feedback and things we could do to make it fun.”


There are 60 residents at Pine Harbour.

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