The Richards Group, Camp Lucky Team On PSA So That Hope Rises For Fire-Ravaged Greenville, Calif.


Robert Goldrich
Wednesday, Nov. 24, 2021


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The Dixie Fire--one of the largest, most destructive wildfires in California’s history--reduced towns, homes, and lives to ashes. And yet, hope remains. In that spirit, Hope Rises is an organized effort to help rebuild the community and town of Greenville, California and the surrounding communities of Plumas County that were destroyed by the fires. The effort is the work of The Richards Group which delivered strategy, creative, and in-house production, and partnered with Camp Lucky to provide postproduction services for this centerpiece public service film.

The Richards Group’s involvement with developing the initiative was inspired by agency writer Jay Cook, who is originally from Greenville and witnessed the devastation in her close-knit town. The Richards Group’s production team traveled to California while the fires were still raging and worked with local authorities on safe ways to shoot the videos and produce the content. Camp Lucky lent support with editorial, color, graphics and sound design and mix for this call to action. 

The Richard Group’s Paul Nelson and Ben Winter directed the film via the agency’s TRG Studios.


Client Hope Rises Agency The Richards Group Glenn Dady, CEO; Sue Batterton, chief creative officer; Sean Donovan, chief innovation officer; Chris Ferrel, chief strategy officer; Cassie Greenwald, sr. producer; Corey Austin, head of creative technology; Danny Bryan, group creative director; Arthur Stewart, Sam Langford, brand creative, art directors; Jay Cook, brand creative, writer. Production The Richards Group/TRG Studios Paul Nelson, Ben Winter, directors; Paul Nelson, head of TRG Studios. Postproduction Camp Lucky Tammie Kleinmann, partner; Jessica Berry, exec producer; Kendall Kendall, Jennifer Brannon, post producers; Marc Stone, sr. editor; Neil Anderson, colorist; Mark Sullivan, Tim Nagle, Flame artists; Seth Olson, graphics; Matt Cimino, sound designer/mix; Jake Odgers, Matt Fritsche, assistant editors. Music Storefront Music Kari Steinert, composer; Adam Elk, John “Scrapper” Sneider, partners; B. Munoz, head of production.

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