This spec spot takes us through a forest that has been ravaged by fire. Sparse brush, burnt tree trunks and blackened wood are the images that fill the screen, accompanied by Radiohead’s "Pyramid Song."
Slowly, supered portions of a sentence appear against this backdrop. In small letters, the words come together to form a simple, sobering message: "By the time this forest grows back, your children will have grandchildren."
As we continue to witness the devastated land, the next supered sentence reads, "Prevent forest fires."
This PSA was created in response to the fact that last year more than six million acres of public and private land were burned in the Western United States. Sean Leman of production house Rehab—with offices in San Francisco, Los Angeles and Denver—conceptualized the spot, and served as its writer and co-director with Jasper Gray, another Rehab staffer. Gray additionally served as DP and offline/online editor. Nathan Brown executive produced for Rehab, with Tom Farnsworth serving as producer, production manager and first assistant director.
The spot was shot on location at Pike National Forest, Deckers, Colo. The still smoldering site was ideal for the spot’s message. Gaining access to it, however, was difficult; necessary clearances had to be obtained from the National Forest Service, as well as local and national law enforcement authorities.
Gray online edited the job at Post Modern, Denver. Colorist was Scott Gardner of Crosspoint, Denver. Audio mixer was Chuck Biddlecom of Post Modern. Type design artist was Denver-based freelancer John Brisnehan.
Rehab decided to create the spec :30 and then try to procure airtime for the piece in Western markets. Executive producer Brown reported that the initial effort has been successful—"Fire" has run nearly 30 times thus far on KMGH, the NBC affiliate in Denver.
