The new year is always a time for reflection, and creative partners Alex DiBucci and Kate Griffiths of GSD&M in Austin, Texas, took that to heart in this 60-second spot created in partnership with the Jewish Federation of Greater Pittsburgh and Fred Rogers Productions.
DiBucci, a Pittsburgh-born writer, was moved by the shooting at the Tree of Life Synagogue in Squirrel Hill in October 2018 to create this PSA spotlighting the city’s hopeful response to the tragedy, with words of encouragement from Squirrel Hill’s very own, Mister Rogers. In a country where shootings have become commonplace, Pittsburgh coped with the devastation in a truly unique way; by coming together–regardless of race, religion or political affiliation–to support its neighbors.
Although now Austinites, DiBucci and Griffiths felt the community of Pittsburgh, the “city of neighborhoods,” from afar, and hope this PSA–consisting largely of archival footage and photos–serves as a reminder of what it means to be a good neighbor.
CreditsClient Jewish Federation of Greater Pittsburgh Agency GSD&M, Austin, Texas Jay Russell, chief creative officer; Kate Griffiths, sr. art director; Alex DiBucci, sr. writer; Jack Epsteen, executive producer; Dylan Heimbrock, Lee Nichnowitz, producer. Production Fred Rogers Productions Editorial Jacob Stern, editor.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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