The images that flood the mass media typically depict Canada's native population as being the victims of housing or health-care crises and show them struggling with poverty or hidden behind masks in confrontation with authorities.
But headed into the 2010 Olympics the Four Host First Nations have released a new video they hope will recast the face of Canada's aboriginal cultures and inspire a whole generation of young people.
"I hope it will make not just first nations proud - I hope it will make all Canadians proud," said Tewanee Joseph, CEO of the Four Host First Nations.
The video - a rapid montage propelled by a percussive, driving beat - shows native people in a very different way than Canadians are used to seeing them. All the images are positive, dynamic and upbeat.
"I want straight emotion and inspiration for three minutes. And I want to break stereotypes," was the way Mr. Joseph put it when he first outlined the project to the video production team.