Friday, December 26, 2025

Burn Scars See Controversial Seed-Paper Card Gesture Amid Wildfire Recovery

[photo credit: Media Marketing]

In Altadena’s charred hillsides, where the fire season left deep scars, a small but symbolic act is taking root

On Altadena’s charred hillsides, where the fire season left widespreadeep scars, a small but symbolic act is taking taken root.

Huntington Beach-based advertising agency Innocean USA announced on December 22 that it replaced its traditional holiday mailers with biodegradable seed-paper cards, planting them in areas damaged by recent fires in Altadena and the Pacific Palisades.

The initiative, called the “Discard Project,” is described by the agency as a gesture toward environmental recovery.

“Instead of sending holiday cards, we planted seed-paper cards in fire-impacted areas and made a donation to Plant Community LA,” Innocean said in its official release.

Jason Sperling, the agency’s chief creative officer, tied the effort to Los Angeles’ creative spirit, saying, “Los Angeles fuels our creativity. This year, we wanted to help fuel its recovery.”

Trade publication Ad Age reported: “Called the ‘Discard Project,’ it involves replacing traditional mailed cards with seed-paper cards that the agency is dropping in areas damaged by recent fires.”

Questions have been raised about whether the agency obtained, or should have obtained, permits and permissions before undertaking the work.

For Altadena residents, the seed-paper cards may be a symbolic reminder of renewal amid the long road back.

Whether the gesture proves environmentally sound remains to be seen. It underscores that many layers of recovery—from grassroots acts to sweeping state initiatives—define Altadena’s post-fire landscape.