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Sonoma Fire Relief Fund

While River Rock Casino was spared during the fires that swept through Sonoma County in October of 2017, several of the casino’s employees lost their homes, and the entire region was devastated.

River Rock wanted to help by bringing attention to two fire relief funds: Redwood Credit Union’s North Bay Fire Relief Fund and the Sonoma Pride/King Ridge Foundation.

Atomic produced a spot that featured an emotional and inspirational song that people would recognize. The song choices were narrowed down to “Rise Up” by Andra Day and “You’ll Never Walk Alone,” which was made famous by Jerry Lewis, who would sing it at the end of the annual Labor Day Muscular Dystrophy telethon. We pitched the idea of using an artist from Santa Rosa to sing the song. River Rock selected Anna Kristina, who attended Santa Rosa High School and is a nationally touring vocalist.

In just seven days, we scripted the commercial, secured the song rights, recorded the artist at a local studio, and edited the ad together. Two versions of the spot were edited; the client elected to use the one with limited fire footage, feeling the community had been traumatized enough by the images on local news. The #SonomaCountyStrong spot aired for a limited 8-week run.


Sonoma Fire Relief Fund






We recorded both songs at East Bay Recorders, a recording studio in Berkeley, with producer Michael Rosen after negotiating a license for the Rodgers and Hammerstein song through a music clearing house in Los Angeles. We used stock footage and news footage provided by KTVU FOX 2 in the Bay Area.