In her film Angry Inuk, Inuit director Alethea Arnaquq-Baril joins a new tech-savvy generation of Inuit as they campaign to challenge long-established perceptions of seal hunting. Though most commercial sealing is conducted by Inuit in the Arctic, anti-sealing activism has created a perception of the industry that denies their central role in the sealskin market. To reinsert themselves into the international discussion, these Inuit activists must inconvenience the fundraising campaigns of animal groups by using all the tricks in the social media book, and invent some of their own along the way, like sealfies. Seal meat is a staple food for Inuit, and many of the pelts are sold to offset the extraordinary cost of hunting. Inuit are spread across extensive lands and waters, and their tiny population is faced with a disproportionate responsibility for protecting the environment. They are pushing for a sustainable way to take part in the global economy, but in opposition stands an army of well-funded activists and well-meaning celebrities.