Phoenix Photo Project: Capturing Hope for LA Fire Victims
Dear friends, neighbors, and compassionate supporters,
I'm Asa Mathat, a commercial photographer based in California with over 35 years of experience capturing life's precious moments. Today, I'm reaching out to invite you to be part of something meaningful: the Phoenix Photo Project, an initiative dedicated to bringing hope and smiles to families affected by the recent Los Angeles wildfires.
Our Mission
From March 21 to March 28, we'll be creating free family portraits for fire survivors in LA. These professional-quality portraits, which typically cost thousands of dollars, are more than just photographs—they're a way to preserve memories, celebrate resilience, and provide a touch of normalcy during challenging times.
We're offering two options for families:
1. A beachside setting at a hotel near Santa Monica, perfect for those who want the ocean as their backdrop.
2. A simple, clean white backdrop for a classic studio look.
If families are willing, we'd also like to document their stories, sharing their strength and courage with the world.
Building on Experience
This project began after the Santa Rosa fire in 2017, continued with the Paradise fire in 2018, and most recently supported families affected by the Lahaina fire. Each time, we've witnessed the power of community and storytelling in the healing process.
How You Can Help
We're seeking support to cover essential costs:
* Gas for travel from the Bay Area to LA and back
* Meals for our small team
* Lodging during our week-long effort
* Refreshments for the families we'll be photographing
If we exceed our goal, we have a group of volunteer photographers and makeup artists ready to join us. We also have an operations manager on board to ensure everything runs smoothly. With additional funding, we could potentially plan a second trip during Easter week to reach even more families.
Why This Matters
For families who have lost so much—homes, possessions, and irreplaceable mementos—a photograph can be a powerful symbol of love and resilience. It's not just about what was lost; it's about celebrating what remains: family, connection, and hope.
By contributing to this campaign, you're helping us create lasting memories and showing these families that they are not alone. Together, we can offer them a moment of joy during a difficult time.
Join Us in Making a Difference
Every contribution counts, whether it's $10 or $100. If you're unable to donate, sharing this campaign with your network is equally valuable.
Let's come together as a community to support those affected by these fires. With your help, we can turn challenging circumstances into stories of resilience and hope.
Currently, we have 2 slots a day, choose one, and I look forward to meeting you.
Thank you for your consideration and support.
Asa Mathat
, Founder of Phoenix Photo Project
Instagram: Asa Mathat
Organizer
The Asa Foundation
Beneficiary