Rooted in Resilience

Johnson Tree Company and Local Creatives Launch Comeback Campaign After Palisades Fire

By LUKE CONTENT | Special to the Palisadian-Post

After nearly a century serving the trees and landscapes of Los Angeles, Johnson Tree Company—a third-generation family business—is launching a spirited comeback campaign in partnership with boutique production studio Luke Content.

The grassroots campaign aims to lift community spirits, support local businesses recovering from the Palisades fire and encourage residents to take proactive steps toward fire-prevention tree care.

The Palisades fire in January marked a turning point for Johnson Tree Company: With long-standing clients facing scorched properties, Eli and his crew—who had cared for many of these trees and landscapes for decades—were called in to assess the damage. Some trees were lost, while others endured.

The fire reduced the number of properties the team regularly maintained and shifted their work toward recovery and renewal. Now, the nearly 100-year-old, family-owned Palisades business is using humor and heart to reconnect with longtime neighbors—and reach new communities—through a campaign that highlights local resilience, small business recovery, and the vital role of community-supported tree and landscape care in rebuilding.

Johnson Tree Company’s story is deeply rooted in the fabric of Southern California. Founded by Everett Johnson, a graduate of the famed Bartlett School of Tree Surgery, the company has grown through three generations, earning a reputation for expert craftsmanship and family values. Today, the nine-person team provides tree trimming, pruning, shaping, installation, fire-prevention services and post-fire recovery to help neighborhoods rebuild and reduce future fire risks.

This new chapter comes to life through a collaboration with Luke Content, a local creative studio specializing in community-driven campaigns.

“The fire devastated our communities and left many of us feeling helpless,” said Lucas Spaulding, partner at Luke Content. “I know so many wonderful businesses that were impacted, and I wanted to help. My creative partner, John ‘Mochi’ Park, and I decided to put our marketing skills to work for them.”

Spaulding, Park and their team of filmmakers developed a “whimsical, high-energy” campaign starring a cast of woodland puppets.

“After so much hardship, we wanted to create something funny, uplifting and heartfelt,” Spaulding explained. “Puppets turned out to be the perfect storytelling tool—with a big heart.”

At the center of the campaign is Wayne, the fast-talking squirrel and new spokesperson for Johnson Tree Company, alongside his woodland crew, including a crow, possum and skunk. Through humor and heart, the campaign celebrates family tradition, community resilience, and the importance of supporting local businesses and protecting green spaces after the fire.

“The response has been incredible,” Spaulding said. “People genuinely want to help, and this project has reminded us of all what community is about. I’ve worked in advertising for years, but this project has been uniquely meaningful. It’s been a joy to give back while seeing firsthand how we can come together to rebuild and reconnect.”

#RootedInPALI and #RootedInLA Campaign Call to Actions

Share the campaign on social media using #RootedInLA and #RootedInPALI

Support small businesses recovering from the fires

Attend local pop-ups: Join pop-up events or markets featuring fire-impacted businesses and artisans to show direct support

Book preventative tree care: Schedule a consultation with Johnson Tree Company to protect your property and reduce future fire risks

Volunteer for green space clean-ups: Organize or join local clean-up events in parks and public spaces to help restore natural areas

Adopt-A-Tree initiative: Sponsor tree planting in a local park or fire-affected area in honor of community resilience

Support local creators: Follow and promote local artists, filmmakers and musicians who are using their craft to uplift the community

Advocate for local business policies: Contact your city council to support policies that prioritize local business recovery and sustainable landscaping practices

By blending storytelling with actionable steps, the campaign turns viewers into participants—helping rebuild community ties, support small businesses and prevent future fire damage.

For more information, visit johnsontreecompany.com.