[8] Heller Films' ordinary operation was put on pause during the COVID-19 pandemic, and subsequent lockdown in New York City.
The resulting videos went viral, and the project was picked up by mainstream media including The New York Times[10] and CNN.
[2] Small businesses are highlighted regularly on his social media channel to bring awareness to their fight to stay in business during the economic challenges of COVID-19, including Astor Place Hairstylists, Ray's Candy Store, Army & Navy Bags, Veselka and more.
[12] In November 2020, Heller announced a venture with MTA to enlist celebrities and notable New Yorkers to record public messages for use in the New York City subway.
[13][14][15] As of Spring 2020, messages have been recorded by: In December 2024, Instagram and MTA collaborated and had Metrocards sold featuring New York Nico.