GSD&M Gets Neighborly With Jewish Federation of Pittsburgh, Fred Rogers To Create Uplifting Response To Tragedy


Robert Goldrich
Friday, Jan. 11, 2019


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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. 


Client 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.

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