Native Tobacco Education Campaign // Video Series
Objective:
To produce an educational video series that contrasts traditional Native American use of tobacco with the harmful effects of commercial tobacco, aiming to inform, inspire, and empower Native communities, particularly youth, across California.
Creative Direction & Approach:
The series presents two authentic and balanced perspectives:
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Traditional Use – Featuring voices from Native elders and cultural leaders, this perspective underscores the sacred, natural, and ceremonial role of tobacco in Native traditions.
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Youth Perspective – Centered on Native youth, this angle explores the challenges and consequences of commercial tobacco use, including the impact of targeted marketing and rising nicotine addiction.
Together, the narratives deliver a unified message:
“Native tobacco is sacred, natural, and culturally significant, while commercial tobacco is harmful, exploitative, and destructive. Revitalizing Native tobacco traditions strengthens cultural identity, promotes sustainability, and empowers the next generation to embrace their heritage.”
Producer, Photographer: Bob Pearl
Editor: Marshall Demeranville
Videographer: Eli Ljung
Account Supervisor: Jeff Czaplewski
Creative Direction: Christy Kendall, Ryan Supalla
Art Direction: Ryan Supalla
Interviewer: Ryan Supalla
My involvement included producing a creative production guide with storyboards, an interview outline, and look book, to establish the overall creative direction for the project from planning and production through final video delivery.
Traditional Native Tobacco Awareness Campaign Video
Youth Awareness Tobacco Campaign Video #1 Rev
Youth Awareness Tobacco Campaign Video #2 Darby
Youth Awareness Tobacco Campaign Video #3 Geo
Youth Awareness Tobacco Campaign Video #4 Annalisa
Production Highlights:
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Live interviews with tribal members, elders, and youth from the Los Coyotes Band of Cahuilla and Cupeño Indians. All video content is original, filmed in San Diego County on March 24–28, 2025.
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Filming across two primary locations: onsite at the Los Coyotes reservation in San Diego County and on campus at the University of California San Diego.
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End-to-end execution: From sourcing culturally relevant interview candidates to location scouting, filming, and post-production, the entire project was completed in a matter of weeks.
Distribution:
The completed video series is scheduled for broadcast in Native health-focused medical clinics across California, ensuring it reaches key community touchpoints where education and impact intersect.
Impact Goal:
To help reclaim and elevate Native tobacco traditions while equipping Native youth with cultural knowledge and agency to resist commercial tobacco influences.