Everyday is Indigenous Peoples’ Day
copywriter + voiceoverClient: American Indian College Fund
Agency: Wieden + Kennedy
Art Director: Sam Perry
Copywriter: Robin Maxkii
Indigenous Everyday was created in response to the growing expectation that Indigenous Peoples’ Day is the one time a year Native people are seen and celebrated. I wanted to challenge that thinking. Being Indigenous is not one day. It’s every day.
As the copywriter, I wrote a stripped-down, text-based spot that made space for that message. Bold, clear language on a black screen, reclaiming the visual quiet as intentional space. The spot asserts that Native identity isn’t tied to a stereotype or single experience. It’s layered, modern, and constant.
To deepen the message, we partnered with Indigenous creators across Turtle Island, including Native drag icon Trixie Mattel and Chemehuevi photographer Cara Romero, who shared what Indigenous Everyday meant to them through social activations. Each voice added complexity and nuance to the campaign, reinforcing that Native people exist across all expressions of life and culture.
Indigenous Everyday wasn’t about representation for a moment. It was about reframing the narrative entirely. We don’t appear one day a year. We are here. Always.
As the copywriter, I wrote a stripped-down, text-based spot that made space for that message. Bold, clear language on a black screen, reclaiming the visual quiet as intentional space. The spot asserts that Native identity isn’t tied to a stereotype or single experience. It’s layered, modern, and constant.
To deepen the message, we partnered with Indigenous creators across Turtle Island, including Native drag icon Trixie Mattel and Chemehuevi photographer Cara Romero, who shared what Indigenous Everyday meant to them through social activations. Each voice added complexity and nuance to the campaign, reinforcing that Native people exist across all expressions of life and culture.
Indigenous Everyday wasn’t about representation for a moment. It was about reframing the narrative entirely. We don’t appear one day a year. We are here. Always.