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‘Hope Rises’ Aims to Help Rebuild the Community and Town of Greenville after Devastating Dixie Fire

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The Richards Group teams up with Camp Lucky on centerpiece PSA

‘Hope Rises’ Aims to Help Rebuild the Community and Town of Greenville after Devastating Dixie Fire

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 organised 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 post production services for the centerpiece PSA.

The Richards Group’s involvement with developing the initiative was inspired by agency creative writer Jay Cook, who is originally from Greenville and witnessed her close-knit town devastated by wildfire. Rallying around the community, The Richards Group’s production team traveled to California while the fires were still underway and worked with local authorities on safe ways to shoot the videos and produce the content. Camp Lucky was honored to lend support with editorial, colour, graphics and sound design & mix for the powerful call to action. 

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Paul Nelson & Ben Winter


Glenn Dady, Chief Executive Officer
Sue Batterton, Chief Creative Officer
Sean Donovan, Chief Innovation Officer
Chris Ferrel, Chief Strategy Officer
Paul Nelson, Head of TRG Studios
Cassie Greenwald, Senior Producer
Sara Sax, Director, Business Affairs
Kerstin Fredrickson, Business Affairs, Print
Corey Austin, Head of Creative Technology
Danny Bryan, Group Creative Director
Arthur Stewart, Brand Creative, Art Director
Sam Langford, Brand Creative, Art Director
Jay Cook, Brand Creative, Writer
Whitney Plonka, Brand Management


Tammie Kleinmann, Partner
Jessica Berry, Executive Producer
Kendall Kendall & Jennifer Brannon, Post Producer
Marc Stone, Senior Editor
Neil Anderson, Colorist
Mark Sullivan & Tim Nagle, Flame Artist
Seth Olson, Graphics
Matt Cimino, Sound Design/Mix
Jake Odgers & Matt Fritsche, Assistant Editor


Adam Elk, Partner
B Muñoz, Head of Production
John “Scrapper” Sneider, Partner
Kari Steinert, Composer

New credits

Genres: Documentary

Categories: Government, Corporate, Social and PSAs

Camp Lucky, Mon, 22 Nov 2021 08:53:00 GMT