During the aftermath of the Eaton Canyon fire, Brandon Lamar's community had suffered. But as the founder of Project Passion Inc., he was in a position to do something about it. Lamar launched the Dena Relief Drive to provide essentials to the people who had been affected by the fire.
"What really hit me was seeing people find hope again, neighbors helping neighbors, youth volunteering, and elders smiling through tears," Lamar said. "That's when I knew our work was bigger than any one organization, it was about restoring dignity and rebuilding community from the ground up."
Through Project Passion, Lamar has worked to help individuals in the Los Angeles area through different means, such as empowering communities, distributing resources and facilitating fundamental change. In November, the Rams surprised him as their 11th 'pLAymaker' of 2025, presenting him with a $5,000 check made out to Project Passion.
"Being named a playmaker means being recognized as someone who doesn't just talk about change but actively creates it," Lamar said. "It's about being a bridge-builder, bringing people together, creating opportunities, and making sure no one is left behind. To me, being a playmaker is about turning purpose into action and passion into impact. It's not about being in the spotlight, but about shining that light on others so they can see their own potential."
Lamar grew up in Pasadena, surrounded by people who taught him the value of "service, faith, and perseverance," he said. His grandparents and parents showed him that community "isn't just where you live, it's who you live for." The systemic barriers that impacted families like his pushed him to become part of the solution and create his own seat at the table.
Project Passion puts together a number of events to serve the L.A. area, according to their website. Their Community Welcome Back Day celebrates students in the Pasadena Unified School District throughout the school year. The Young Kings Retreat provides mentorship to young Black and brown men in Northwest Pasadena.
Their Back to School Festival has equipped thousands of students with supplies, and their annual toy giveaways brings holiday joy to families that otherwise might not be able to afford many gifts for their children.
"At Project Passion, our mission is to foster collaboration and empower communities by creating spaces where individuals can unite, share resources, and work collectively toward meaningful change," Lamar said. "We believe in the power of intentional partnerships where every passion has purpose, and every person has a voice. Our focus is on rebuilding stronger, more connected communities that thrive long after the headlines fade."
Over the past 11 years, Project Passion has hosted over 1,500 volunteers, distributed 400,000 pounds of essential items, secured partnerships with over 75 domestic businesses and organizations, supported 150 families with short-term housing and served over 15,000 hot meals to 5,000-plus families, among other community efforts, the website says.
Lamar has been at the center of many of those and has served the Los Angeles community for most of his adult life. He is currently the president of the NAACP Pasadena branch and the executive director at Harambee Ministries.
"To inspire change means to ignite belief in yourself, in others, and in the idea that things can and should be different," Lamar said. "It's about planting seeds of hope and cultivating environments where people feel seen, valued, and empowered to act. True inspiration doesn't just move emotions, it moves people to do something.
"We can inspire change by starting where we are, with what we have. It begins with listening, really listening to the needs of those around us, then using our gifts to fill the gaps. Whether it's mentoring a young person, supporting a local business, organizing a clean-up, or simply showing up consistently, those small acts create ripples that become waves. Change starts when we stop waiting for permission and start walking in purpose together."
