Jamul Casino Wins Creative Awards for Kumeyaay Nation Documentary

The casino's 'Water Sweet, The Story of Jamul' film earns top honors at AAF Reno awards.

Mar. 30, 2026 at 2:22am

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The Jamul Casino Resort in East County's Jamul community was recently presented with two American Advertising Federation (AAF) Addy awards, including a first-place Gold Addy and Best of Show Addy in the Corporate Social Responsibility category, for its documentary 'Water Sweet, The Story of Jamul.' The 11-minute film covers the history, culture and resilience of the Jamul Indian Village of California, one of 12 federally recognized tribes that make up the Kumeyaay Nation of Southern California.

Why it matters

The documentary provides an intimate portrait of the Jamul tribe's deep connection to its ancestral land and enduring traditions, highlighting the community's resilience. The awards recognize the casino's efforts to authentically share the tribe's story and raise awareness of the Kumeyaay Nation.

The details

The awards were presented in March in Reno, Nevada, at the AAF Reno chapter's awards dinner. The film was produced in partnership with Nevada-based advertising agency Hey Frank and video production company Orangetree Productions. 'Water Sweet' will now advance to the national Addy competition after receiving the Gold Addy and Best of Show awards.

  • The awards were presented in March 2026 in Reno, Nevada.
  • Jamul Casino Resort opened in 2016 and underwent a $270 million expansion with a new hotel tower in August 2025.

The players

Jamul Casino Resort

A casino resort owned and operated by the Jamul Indian Village Development Corp., a wholly-owned enterprise of the Jamul Indian Village Tribe.

Erica M. Pinto

Chairwoman of the Jamul Indian Village of California.

Brett Rhyne

Partner and creative director at Hey Frank, the Nevada-based advertising agency that produced the documentary.

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What they’re saying

“Our tribe's story deserves to be told with honesty and care. We're proud that 'Water Sweet' accomplished that, and we're grateful to our partners at Hey Frank and Orangetree Productions for the reverence they brought to this project.”

— Erica M. Pinto, Chairwoman, Jamul Indian Village of California

“You don't get many chances to make something that truly matters. 'Water Sweet' was one of those chances and we didn't take it lightly. Winning Best of Show is gratifying, but what means more is knowing the tribe felt their story was told right.”

— Brett Rhyne, Partner and Creative Director, Hey Frank

What’s next

As a Gold Addy recipient, 'Water Sweet' will now advance to the national Addy competition, a statement said.

The takeaway

The Jamul Casino's award-winning documentary highlights the importance of authentically sharing the stories and traditions of indigenous communities. This recognition showcases how businesses can partner with local tribes to create meaningful content that celebrates cultural heritage and raises awareness.