A fire engine drives away from flames on the ridge, east of Silverwood Lake in Crestline, Calif., Sunday, August 7, 2016. (Photo by Terry Peirson/The Press-Enterprise via AP Photo)

A firefighter carries a woman from her car after it was caught in street flooding as a powerful storm moves across Southern California on February 17, 2017 in Sun Valley, California. After years of severe drought, heavy winter rains have come to the state, and with them, the issuance of flash flood watches in Santa Barbara, Ventura and Los Angeles counties, and the evacuation of hundreds of residents from Duarte, California for fear of flash flooding from areas denuded by a wildfire last year. (Photo by David McNew/Getty Images)

Dramatic photos show the measure of a man in contrast to the enormity of nature.
A series of photos from the Humboldt State University Library capture lumberjacks working among the redwoods in Humboldt County, California.
The photos are part of the Ericson Collection....

SEE ALSO: «Huge Plants» AND «Loggers»

John Hawkley and his wife Patty Hawkley stand next to their 2,058 pound pumpkin and celebrate after winning the 41st Annual Safeway World Championship Pumpkin Weigh-Off on October 13, 2014 in Half Moon Bay, California. John Hawkley of Napa, California won the 41st Annual Safeway World Championship Pumpkin Weigh-Off and broke a state record with his gigantic pumpkin weighing in at 2,085 pounds. Hawkley took home a cash prize of $12,510, or $6.00 a pound. (Photo by Justin Sullivan/Getty Images)

A rescued malnourished sea lion is manually fed a fish at Sea World in San Diego, California March 17, 2015. Animal rescue centers in California are being inundated with stranded, starving sea lion pups, raising the possibility that the facilities could soon be overwhelmed, the federal agency coordinating the rescue said. (Photo by Mario Anzuoni/Reuters)

As these Cafe Taina Coffee ads explicitly assert, there are "times when sleeping is not an option."
Executed by Giovanni + Draft FCB, this animated advertising campaign captures two situations in which awareness is of necessity: when you're trapped in a jail cell with a large creepy inmate, and when a fellow castaway is equally prepared to resort to cannibalism as you are. It's very lucky that the cartoon characters in the Cafe Taina Coffee ads had a bag of the grind handy, or one tired blink may have been their last.

Flames from the Jerusalem Fire erupt in Lake County, California August 12, 2015. The wildfire running rampant through drought-parched vegetation in northern California grew by several thousand acres overnight into Wednesday, as firefighters worked to stop the flames from spreading toward communities. (Photo by Robert Galbraith/Reuters)

Flames from the Erskine Fire engulf a trailer near Weldon, California, U.S. June 24, 2016. (Photo by Noah Berger/Reuters)