Cheekbone Beauty reclaims the media's narrative about Indigenous people

The spot, created by Sid Lee, includes a powerful poem by Zoey Roy.

Cheekbone Beauty, an Indigenous-owned cosmetics line, kicked off its launch in Sephora Canada with its debut campaign, "Right the Story."

The spot, created by Sid Lee, features a real group of friends, based in the Yukon. The group gets ready for a night out and puts on makeup. Meanwhile, a poem written by Indigenous creator Zoey Roy is recited. 

"I wanna tell you that you’ve had your face all along," the voice-over says. "The beat of your heart, the rhythm of your song. Your story belongs to your tongue. We’ve been hidden and silenced, but we’ve never been gone."

The spot ends with the group meeting up on the beach and burning newspapers. "They tried to take our language, and here we speak," the final line rings. 

Credits

Agency
Executive Creative Director
Creative Director
Art Director
Copywriter
EVP, Head of Account Services
Account Executives
Design Director
Head of Production
Producer
Creative Director, Post-Production
Assistant Editors
Creative Services Director
Sr. Creative Services Manager
PR Coordinator
PR Advisor
Translator / Adaptor
Post-Production Coordinator
Flame Artist
Production Company
Director / DOP

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