This time, it’s personal for marketing and communications whiz Rick French.

The Oakland University alumnus has long valued advancing the interests of clients, from rock stars and athletes to multinational companies.

But, he said, his heart was touched when he was contacted 16 years ago by the family of the lone survivor of a boating accident in the Gulf of Mexico that claimed three lives. Among those who died was former Detroit Lions defensive end Corey Smith.

In the aftermath of the horrific tragedy, family members of survivor Nick Schuyler asked for French to help them deal with overwhelming media attention.

For French, the request was moving.

As a former Michigan resident, he was a Detroit Lions fan. And with offices in Florida, French followed the Tampa Bay Buccaneers where Smith had played for two years early in his career.

Moreover, Smith had graduated from North Carolina State University in Raleigh, North Carolina, near French’s adopted hometown.

Learning of the family’s concerns, French agreed to help tell the story of the 2009 boating accident that claimed the lives of friends Smith, Oakland Raiders linebacker Marquis Cooper and former USF football player Will Bleakley.With the family’s request in mind, French helped develop a book (“Not Without Hope”) about the event. Following that up, French is co-producer of a documentary film (“Four Down”) that will make its world premiere April 24 in St. Petersburg, Florida.

The book and film describe the fateful hours when Schuyler and his three friends had gone fishing in the Gulf. When their anchor became stuck, their boat capsized and was tossed by a powerful storm.

What followed was a story of death, survival and the courage of rescue team members dispatched by the U.S. Coast Guard. Filmed on location in Florida, the documentary used current Coast Guard members and officers for many of the filmed reenactments.

The documentary, French said, “will allow families and friends to come together and celebrate the lives of Marquis, Corey and Will, while also recognizing the heroism of the St. Petersburg Sector Coast Guard members who risked their lives to rescue Nick that fateful day.”

French said the documentary — and an upcoming feature movie about the tragedy — became “a deeply personal project.”

With the Schuyler family besieged by national media, French said, he decided “it was a family in need.”

Handling the media and storytelling drew upon his education, training and experience.

A 1980 graduate of Utica Eisenhower High School, French earned a journalism degree from Oakland University. He worked as a writer for several suburban newspapers — including The Oakland Press — before shifting into marketing and communications.

In PR, marketing and communications, French found a rewarding career path. After working for others — including Comerica Bank and Detroit’s legendary Anthony Franco agency — French founded and grew the FVW public relations agency, with offices in Raleigh, Detroit, Tampa, New York and Los Angeles.

French remains true to his roots, retaining and nurturing his ties to Oakland University. He continues to consult his alma mater, where he has been a guest lecturer and provider of a public relations tuition award.

Expanding into filmmaking, he said, was a natural progression from his other businesses.

The book and movie projects have taken some 15 years to develop and deliver, he said, noting the impact of COVID-19, the economy and the nature of deal-making in the movie industry.

The “Four Down” documentary will open the 20th anniversary of the Sunscreen Film Festival on April 24 in downtown St. Petersburg.

“This story unfolded before the world’s eyes over several days in Clearwater, so this is where we wanted our premiere to be held,” French said.

Discussions are underway for distribution of the documentary through theaters and online streaming.

“It’s been a fantastic journey,” French said.