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.