With "sealfies" and social media, a new tech-savvy generation of Inuit is wading into the world of activism, using humour and reason to confront aggressive animal rights vitriol and defend their traditional hunting practices. Director Alethea Arnaquq-Baril joins her fellow Inuit activists as they challenge outdated perceptions of Inuit and present themselves to the world as a modern people in dire need of a sustainable economy.