Roots
CLIENT
Content, Commercial Production, Fashion
SERVICES
For wherever you’re going. No matter where you are.
Fall Campaign
Roots Fall Campaign (2024) captures a group of explorers, an elemental dinner society which gathers once a year in the middle of Canada’s boreal forest.
CREDITS
Lead Agency: CRUEL @cruelcommons
Creative Director: Joey Gollish @joey_saturday
Art Director: Jane Espiritu @janeespiritu
Visual Director: Micah Cameron @micahcameron
Creative Lead: Rien Bautista @rienbautista
Director: Mac Siwocha @macsiwocha
Executive Producer: Jack Roy @jackthomasroy
1st AD: Sam Perrin
DOP: Steven Tsinokas @steventsinokas
1st AC: Jason Lin @jl_lynn
Photographer: Dom Lisi @domlisi
Photo Assist: Jonah Kane @jonahkane
Digitech: Bryan Ulrich @bryanulrich
BTS: Raphaele Sohier @raphsohier
Gaffer: David Grif @neon_criminal
Camera Assist: Sebastian B @seb.baq
Key Grip: Andrei Ermolaev @mood.webm
Swing: Diego Perez @datdenimdaddy
Wardrobe Stylist: Bobby Bowen @bobbybowenn
Wardrobe Assistant: Nick Cordi @nicholas.cordi
Hair & Makeup: Neha Baigg @nehabaigg
Hair & Makeup Assist: Myles Bryan-Murray @ms.mylesmua
Production Designer: Lucas Gentilcore @gentilcore_lucas
Buyer: Talia Missaghi @taliataliiiaaaa
Set Decorator: Alysha Bauer @alyshaautumn
Art PA: Kristen Buckley @b.uckleyk
Art PA: Paola Pasqualini @peachmillk
Location: Glen Oro Farms @glenorofarm | @lukesedgwick
Catering: Treeline Catering | @treelinecatering
Rentals: Neighbourhood Studio | @neighbourhoodstudios
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