Lincoln and a Popular Dog Photographer Help Reunite Pets With Owners After a Wildfire

A short film highlights those keeping hope alive in Paradise

Lincoln and The Dogist seek to reunite Paradise families with their pets. Lincoln

As wildfires rapidly devoured Paradise, Calif., on Nov. 8, the evacuation of residents was understandably chaotic. People took what they could, yet, unfortunately, pets often got lost in the panicked process. As the town was burning, the North Valley Animal Disaster Group (NVADG) began evacuating and rescuing animals. Since then, the NVADG has been working to reunite more than 1,400 sheltered pets with their owners.

In an effort to put more awareness and exposure on these pets, specifically dogs, Lincoln teamed up with the NVADG and dog photographer Elias Friedman, founder of The Dogist on Instagram, followed by an audience of 3.4 million. A film, created by WPP boutique agency Hudson Rouge, documents the heartbreaking, yet hopeful journey of Paradise residents and the importance these pets have to the town’s healing.

Friedman gets a first-hand glimpse of the devastation and says in the 5-minute film that his “mission is to photograph [the dogs] and try and get them back in homes with their families where they belong.”

The short documentary, which ran over the holidays, is a critical component to the appeal and serves as a springboard to Friedman’s Instagram page, where posts related to the project routinely garner substantial engagement.

“[The] first thing I can do is just tell the story,” notes Friedman. “I have a huge audience, so they’re going to react to it. Someone might see a picture and say, I know that dog.”


Advertising Agency: Hudson Rouge
Global Chief Creative Officer: Jon Pearce
Chief Executive Officer: Paul Venn, Oliver Gibson
Senior Strategist: Mark Jacobson
Creative Director: Luke Flynn
Creative Director: Kevin Teevens
Associate Creative Director: Stephen Wright
Social Community Director: Ashley Eldridge
Associate Art Director: Guillermina Cruz
Associate Copywriter: Jaclyn Denomme
Director of Content Production: Suzanne Crowe
Executive Producer: Leelee Groome
VP, Broadcast Business Manager: Ron Kirkman
Senior Talent Manager: Angela Martin
EVP, US Business Lead: Douglas Molloy
SVP, Brand Content & Alliances Group Director: Monique Frumberg
VP, Account Director: Gary Rosowski
Account Director: Andrew Hayes
Management Supervisor: Bryan Coole
Account Supervisor: Casey Browning

Director / DP: Andrei Bowden Schwartz
Executive Producer: Rose Krane

Editorial Company: Cosmo Street
Editor: Mark Potter
Assistant Editor: Kyle Moriarty
Executive Producer: Anne Lai

Telecine Company: Co3
Telecine Artist: Stefan Sonnenfeld

VFX/Conform/Finish Company: Ntopic
Producer: Veronica Ware

Stock Music
Mix & Record Company: Sound Lounge
Engineer: Seth Phillips

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.