Roots
CLIENT
Content, Commercial Production, Fashion
SERVICES
Everything Holidays. Since 1973.
Anything Roots
Anything Roots (2024) celebrates the greatest gift of all—memories of quality time spent together.
The Holiday Collection comes to the fore against the backdrop of iconic Canadian pastimes; further encapsulating the brand as part of our collective memory of the holidays and the nostalgic spirit of the season.
CREDITS
Lead Agency: CRUEL @cruelcommons
Director: Daniel Tal @daniel__total
Executive Producer: Daniel Tal @daniel__total
Producer & AD: Julia Cherry @juliamcherry
Creative Director: Joey Gollish @joeysaturday
Creative Director Rep: James Nahhas
Art Director: Jane Espiritu @janeespiritu
Production Company: Total Studios @total__studios
Producer: Simone Osundo
Client: Roots @roots
Brand Director: Tatiana Isaza @taterrtats
Image Director: Micah Cameron
Director of Photography: Scottie Watson @scottiewat
1st AC: Mike Pesut @mike.pesut
Gaffer: Timur Aliev @terror.vsn
Grip: Robert Wharry @childish_creative
DIT: Sam Iannicelli @laddybuck
Additional Camera: Daniel Tal @daniel__total
Editor: Sam Iannicelli @laddybuck
VFX: Jeffrey Zablotny @zablotny
Colourist: Jordan Benegbi @jordanbenegbi @thevanityvfx
Music/Sound Design: Liam Clarke @liamclrke
Supers/Titling: Justin Nahhas
Production Designer: Mercedes Coyle @mercedescoyle
Background Art Designer Nnam Umeugo @nname.ume
Set Dresser: Janice Cheung
Set Dresser: Hayley Greenough @hgreenough_art
Makeup: Luisa Duran @luisaduran.mua
Hair: Lori Fabrizio @lorifabrizio
Fashion Styling: Nadia Pizzimenti @nadiapizzimenti @p1magency
Assistant Stylist: Rizelle Sadcopen @p1magency
Assistant Stylist: Savannah Finch @p1magency
CRUEL is a marketing agency located in Toronto’s garment district, we explore contemporary themes across commerce and culture, unroot deeper strategic narratives, and foster stronger connections through direct marketing, experience design, and integrated creative services. Founded in Montreal in 2013 as a university lifestyle platform, CRUEL quickly became a hub for young people to connect through events and social media. By 2015, it transformed into a full-service marketing agency, leveraging insights into youth culture to help brands thrive. Over the years, CRUEL has delivered award-winning campaigns developing experiential strategies for global brands. Known for blending creativity, technology, and grassroots authenticity, CRUEL bridges online and offline experiences to create impactful, human-centered connections that drive real world results. CRUEL makes digital interactions feel more human and real-world experiences more personal.
Direct Marketing
Product Sampling
Logistics Management
Staff Recruitment and Training
Community Management
Strategy and Channel Planning
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Sponsor Activations
Valuation and Measurement
Experience
Experience Design
Activation Development
Installations and Pop-Ups
Event Production
Retail Environments
Property Representation
Technology Integrations
Creative
Research and Insights
Brand Stewardship
Content Production
Commercial Photography
Motion Design
Brand Identity
Art Direction
Illustration
Graphic Design