Saging the World, a documentary and campaign led by California Indigenous advocates and allies, spotlights the critical issue of wild-harvested sage in Southern California and Northern Baja California. This effort aims to confront the white sage black market and the viral trend of smudging that fuels it, inspiring consumers to rethink cultural appropriation and their relationships with nature. Through the California Native Plant Society, I served as one of the film's directors and co-led the associated campaign. I stewarded brand development, asset creation, media relations, event coordination, and multichannel communications to bridge audiences with this issue and stem consumer demand.