Almost every headline you read about Indigenous peoples reports only negative news: genocide, racism, and trauma. Never the positive stories. With Indigenous-owned brand Cheekbone Beauty, we set out to challenge the stereotypical representation of Indigenous peoples in the media.
‘They tried so hard to bury us, they didn’t know that we are seeds’ — Zoey Roy, Cree-Dene-Métis poet
Shot in Carcross, Yukon, this film was brought to life by a 100% Indigenous cast and crew—even craft services.
Instead of casting models for our campaign, we cast role models. Each woman featured has a story we should have heard;
the first surgeon of First Nations descent, the 17 year-old Chief Water Commissioner, the first Indigenous person on the cover of Vogue, etc.
