Invisible Collective unveils Salmon Warriors

Creative agency C+C and production company Invisible Collective have unveiled the Salmon Warriors campaign for charity Salmon Defense. 

The indigenous-led nonprofit is focused on protecting Pacific Northwest salmon, including by convening the Billy Frank Jr. Salmon Coalition, an unprecedented alliance of tribal leaders, environmental scientists, government agencies, recreational fisherman, conservation groups and Washington-based industry.

“These groups have sometimes been at odds with one another,” said Peggen Frank, executive director of Salmon Defense. “We have now all come together because we realise the status quo is not working and time is running out to recover our region’s dwindling salmon populations. Our campaign works to help Washingtonians feel that same urgency and motivate them to join the cause.”

Aimed at driving awareness and action, the recently aired campaign serves as a rallying cry for community involvement. In under four minutes, the film immerses its audience in the critical realities related to declining salmon runs, including habitat destruction, limited fishing opportunities, and the loss of a way of life for local tribes who have had relied on salmon for sustenance, culture and spirituality since time immemorial.

Washington-born Sam Kelly Jr., served as the campaign's creative executive producer and director, and played a pivotal role in shaping its marquee film from inception to post-production. Echoing the essence of environmental activism in the Pacific Northwest, Salmon Warriors weaves together the current calls to protect salmon with the legacy of Billy Frank Jr., a nationally recognised indigenous leader and salmon activist, in a powerful visual narrative that deeply connects with viewers.

At the heart of the coalition are vital figures such as Willie Frank III, Nisqually Tribe chairman and son of Billy Frank Jr., Kadi Bizyayeva, a Stillaguamish Tribe leader and director of fisheries, and Glen Gobin, a Tulalip Tribes leader and lifelong fisherman. The coalition also notably includes Ron Garner, president of the Puget Sound Anglers state board and John Stark, a professor of ecotoxicology at Washington State University. The coalition showcases a united front and marks a historic collaboration, breaking decades of conflict between local tribes, fishing groups, state authorities and many others to preserve Washington's salmon.