David Donnenfield Productions: "Native Grass in California"

Project Profile: Educating an audience and creating identity for the California Native Grass Association

Hidden Treasure: California Native Grass

CHALLENGE
The California Native Grass Association (CNGA) is an environmental organization promoting, protecting, and propagating grasses that are native to California. Having evolved over thousands of years, our native grasses fulfill unique and beneficial functions in nature, from providing forage and habitat, to preventing erosion, to purifying our water. The problem is not only that CNGA is a small and obscure organization, but that native grasses do not register prominently on the public's radar screen. Despite the fact that grasses are the fundamental matrix unifying most ecosystems, "they just don't get no respect!"

SOLUTION
DDP was commissioned to produce a 14-minute long video to educate the public about the existence, as well as the unique and beneficial qualities, of our native grasses. At the same time, the video would highlight the work of CNGA and encourage membership in the organization. The video needed to reflect the rich variety of native grasses and the various ecological conditions to which they have adapted. And, various experts and knowledgeable individuals had to be woven into the piece in a way that would give the program's instructional element immediacy and vibrancy.

RESULTS
A graphically beautiful piece was created that demonstrates the unique characteristics and critical importance of native grasses to our landscape. Much compelling information and perspective was imparted without the program bogging down from factual overload. A lot of it has to do with the gorgeous settings portrayed coupled with a cohesive story line. CNGA is creating an entire distribution strategy to maximize exposure to the program by releasing it in VHS, DVD, and postings to the web.

View sample video sequence:

Hidden Treasure (8.5 MB)