Nicolas Heller knows New York and New Yorkers.
With a massive online following exceeding 3 million, the filmmaker known as New York Nico has cultivated an audience by capturing the individuals, narratives and fleeting moments that define New York as the world’s truly vibrant and diverse city.
Heller sat down with reporter Julia Walker at Campaign’s annual tentpole Convene conference last week about his unique creator vision and his ability to seek out and feature New York stories, which earned him the honor of the President’s Lifetime Achievement Award by President Joe Biden in 2021.
Heller originally aspired to be a music video director, but when that didn’t pan out, he took to the streets. His first interview was with a character whom he had seen growing up around the Union Square neighborhood.
“He was this 6-foot-7 white guy with dreadlocks who carried around a 10-pound sign that said ‘The 6-foot-7 Jew will freestyle rap and heal you, too,’” says Heller.
After creating a short documentary about the man, he continued his work, producing 16 short films in 2013. Initially, he struggled to gain traction on YouTube, and he found success by using Instagram as an outlet and started introducing recurring characters.
He sought out people that others might think are different or scary, but that he saw had potential.
“There are a lot of people who you will avoid because you think that they’re different or scary or whatever, and those are the people who I’m kind of drawn to, because I feel like they have the best stories and the best personalities,” says Heller.
Heller’s growing popularity led to opportunities in advertising and brand work. While he notes these projects sometimes offer less creative freedom, some exceptions exist, including his ad for the iconic Katz’s Deli. Heller originally pursued this specific project to secure a wedding discount at the venue, featuring memorable New York personalities. Ultimately, he did end up saving money on his wedding and the spot went on to win an Emmy.
Staying true to his New York roots, Heller has also done promotions for the New York Knicks that feature unique fan reactions to the team. In 2025, he produced a documentary about the New York Marathon, 26.2, featuring four participants and how they overcame individual challenges, including cancer, a stroke and burns, to show that just finishing the race is its own victory.
“The impetus of this film … was just being at the finish line of the marathon … just seeing the wave of emotion cross people’s faces as they finish was very inspiring, because they were all doing it for a reason,” says Heller.
Though he does some brand work, Heller likes it best when he can call his own shots. His latest project, Revival of the Fittest, chronicles the patrons and owners of Village Revival Records in Greenwich Village, which fits his ethos of featuring local businesses that may be struggling and need help. The series can be found on Instagram with a following of over 100,000 followers, some already asking for the social series to make its way to a TV pilot.
Heller, a seasoned creator thriving in the expanding creator economy, has successfully transitioned into the mainstream. However, his work consistently circles back to his New York origins and celebrates the city he loves.
“I don’t really profile anyone who I don’t have love for and want to spend time with. I’ve just made some very incredible friendships that I think will last forever,” Heller says of his work.