Filming of the commercial at Webster’s Community Pharmacy
As the first holiday season since the Eaton Fire approaches, Meredith Miller, co-owner of the 99-year-old Webster’s Community Pharmacy in Altadena, felt compelled to help local businesses have a shot at strong fourth-quarter sales. That’s how the idea for the “Shop & Dine Altadena for the Holidays” campaign was born.
By News Desk
Webster’s Community Pharmacy began fundraising for Altadena shortly after the fire. Donations came through e-commerce sales and in-store purchases of Altadena-themed products. A percentage of net proceeds from apparel, license plate frames, signs, stickers, and other merchandise, many created by local artists who lost their homes and studios, was collected over a six-month period. The fundraising effort ultimately generated enough to fund an advertising campaign for the surviving businesses of Altadena.
Miller approached the Altadena Chamber of Commerce to consider sponsoring the media initiative, and they quickly signed on. The commercial is running on both cable and streaming platforms. The campaign launched on October 8 and will run for 12 weeks, through December 28.
For the production, Miller enlisted local resident and film editor Austin Scott to direct and produce the ad. Cinematographers Neil Watson and Veronica Smith, along with a team of local film professionals, many of whom donated their time, helped bring the project to life. The commercial features Altadena residents, several of whom were directly impacted by the fire.
“This could not have happened without the tremendous support of the Altadena community; who although mostly displaced and without homes, nevertheless supported this fundraiser wholeheartedly and also offered pro bono services for the campaign’s production,” said Miller.
“I’m so proud of the result, which instills pride in our town and reminds people that Altadena businesses are still here and ready to serve you this holiday season and beyond.”
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