CREATIVE
CalFire: Set Go!
Client
Launch
Sagent Marketing &
California Department of Forestry and Fire Protection
October 2025
The Idea
Show the human side of prevention.
We designed a photo series rooted in realism and diversity — representing the people who live this story every day for digital, social, print collateral and OOH, including readyforwildfire.org.
Each scenario told a different chapter:
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Everyday readiness inside the home
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Defensible Space — keeping the perimeter clear and safe
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Forest Health — CAL FIRE’s controlled burns and stewardship
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Home Hardening — families rebuilding
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Everyday actions that prevent disaster
The creative lens balanced education with empathy: a visual language that felt cinematic, natural-light driven, and distinctly Californian. Real people protecting what matters most.
The Production
We executed multiple shoots — from forested CAL FIRE sites to home exteriors and family backyards — to build a robust stills library.
Key setups:
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Interior garage and family home with emergency kits, water, and essentials
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Defensible Space — hands-on yard work, fire-safe landscaping, CalFire partnerships
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Forest Health — on-location with CAL FIRE staff during prescribed burns
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Home Hardening — families rebuilding; a visual of resilience
Each scene balanced safety messaging with real-world emotion — warm, lived-in, unmistakably Californian.
The Team
Client: Sagent Marketing
Production: Hot Soup
Photographer: Nikki Ritcher
Producer: Mandy Sprinkel
Line Producer: Stephanie Kelley
The Testimonial
Hot Soup was an incredible partner throughout our photoshoot. Their team was collaborative, flexible, and always accessible, making every stage of the process seamless. From pre-production through on-set coordination, they brought deep expertise and a calm, confident presence that kept everyone aligned — from our agency team to the client and creative partners.
Their professionalism, organization, and positive attitude made what could have been a complex production feel effortless. The final photos exceeded expectations, and everyone involved was proud of the outcome. We’d gladly work with Hot Soup again and recommend them to anyone looking for a talented and dependable production team.
-Josh Whitney, Account Leader, Sagent Marketing