In early 2025, devastating wildfires ravaged the Los Angeles area, leaving large swaths of scorched earth throughout several communities. So as the 2026 holiday season approached and we prepared to send greetings to clients, industry contacts and media partners, we wanted to do something that provided value to the city we call home. We created hundreds of bespoke holiday cards made from seed paper (indigenous flowers to LA co.) and dropped them in heavily burned areas of LA, like the Palisades and Altadena. We called it the 'Discard Project'.
As part of the ‘Discard Project’, we replaced traditional mailed corporate holiday cards with plantable seed paper cards intended to support wildfire burn scar recovery areas. Each person on our list was emailed a picture of their own bespoke card, which was placed in a charred, fire-damaged area in Los Angeles. Then, we used AI to create a time-lapse of what their cards might look like in a few months time and shared that as well. Finally, we made a contribution in each person’s name to Plant Community LA to support wildfire recovery.
The effort was covered by multiple news sources, including Ad Age, Campaign and Media Post. Altadena, an area deeply affected by the fires, reported in their local publication, “On Altadena’s charred hillsides, where the fire season left deep, widespread scars, a small but symbolic act is taking taken root.”
