Pasadena’s Untold Stories Earn Gold: Amplify Documentary Recognized for Truth-Telling
Pasadena, CA

Allegra Consulting, Inc., a Pasadena-based strategic communications and public engagement firm, has received a 2025 Gold MarCom Award and a 2025 Davey Award for its documentary Amplify: Oral Histories of Life Along the 710, produced for the City of Pasadena.

The 38-minute film captures the powerful, untold stories of families and businesses uprooted by the construction of the SR 710 freeway between the 1960s and mid-1970s—a period when national policies of “urban renewal” often targeted communities of color under the guise of progress. Amplify sheds light on the systemic racism embedded in housing and infrastructure decisions and honors the resilience of those who rebuilt their lives in the face of displacement.

“Amplify is about truth-telling,” said Suzanne Madison, CEO of Allegra Consulting. “It preserves the lived experiences of Pasadena residents whose voices might otherwise have been lost, and we’re grateful to Mayon Denton of MD Productions and his team for helping us bring these powerful stories to life.”

The film intertwines 32 oral histories with archival photographs and historical footage, documenting the memories of Pasadena’s African American, Latino, and Japanese American residents who lived through the freeway’s construction. From the loss of beloved landmarks like First AME Church, Green Buck Restaurant, and Valley Barber Shop, to the heartbreak of families forced to move from homes they built by hand, Amplify offers an intimate look at a vibrant community dismantled in the name of modernization.

“First AME Church, Green Buck Restaurant, and Valley Barber Shop were my three favorite places where our family spent time. I remember getting a haircut for $2.00 and a process for $15.00 at that time. The Green Buck Restaurant was a casual diner and a wonderful place to eat a burger or breakfast. I remember they had a house in the back where two older ladies lived. There was also a popular beauty shop on Green Street.” — Survey Respondent, Amplify Oral History Project

Among those featured is Richard Mamoru Osaka (Rick), who recalls his grandparents’ home at 170 South Pasadena Avenue, famous for its gardens and family gatherings. When the SR 710 construction forced them to relocate to a smaller house in Altadena, the heart of their family tradition was lost. Rick continues to visit the former site of their home to honor his grandparents and advocates for community markers to recognize those who were displaced.

Between 1960 and 1975, Pasadena’s SR 710 displacement era unfolded alongside the Civil Rights Movement, housing reforms, and nationwide debates about progress and equity. Amplify places these stories within that broader struggle, creating a living archive that restores dignity to those affected.

“These stories are vital to Pasadena’s collective memory,” said Ms. Aubin Wilson, Co-Producer of Amplify at Allegra Consulting. “They remind us of the people behind the policies—and the courage it takes to rebuild after being displaced.”

The MarCom Awards, administered by the Association of Marketing and Communication Professionals (AMCP), is one of the world’s largest creative competitions, recognizing outstanding achievement in marketing, communications, and storytelling. Being a Gold Winner represents a significant creative and professional honor shared by leading communication firms worldwide.

Watch the Film: Amplify: Oral Histories of Life Along the 710