Chris Denny awoke to banging on his door at around 3.30am.

It was his neighbor -- a Santa Rosa police officer -- who alerted him to one of the most devastating wildfires that had ever torn through Sonoma County in California.

"At that point the sky looked like a dark red and bright orange sunrise," said founder and president of The Engine is Red ad agency, recalling that night in October 2017. "It was crazy-hot and ash and smoke was blowing at 40 miles-per-hour."

Denny and his neighbor spent the next two days sleeping in shifts as the Tubbs inferno wiped out around 6,000 homes and claimed 44 lives.

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