Headlines about Indigenous peoples often focus on tragedy: genocide, racism, trauma—while positive stories go untold.
With Indigenous-owned brand Cheekbone Beauty, we set out to change that.

‘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 model on the cover of Vogue, among many others.

We launched a special edition ‘Right the Story’ lipstick at Sephora with portion of every sale supporting Indigenous youth.
It sold out in 24 hours. Cheekbone Beauty became the first Indigenous-owned brand sold at Sephora.

ICA & Bell Media IDEA 1st place
One Show Shortlist Fusion Pencil
ADC Shortlist Craft in Writing - TV / Film / Video
ADC Shortlist Fusion Cube

Featured in The Globe and Mail, Toronto Star, National Post, CTV, CBC, Elle Magazine, Campaign, AdNews etc.

ECD: Jeff DaSilva / CD: Sean Gannan / AD: Josh Dornan