Roots
CLIENT
Commercial Production, Content, Photography, Fashion
SERVICES
Happy Holidays. From our Roots to yours.
Holiday Campaign
The Roots Holiday Campaign signifies a special moment for the brand as it celebrates a community it has fostered over 50 years. Since 1973, Roots has actively shaped Canadian culture and has become a part of our lives, as Canadians. Anywhere you see the iconic Cooper Beaver is surely a sign pointing back to our home.
In collaboration with Joey Gollish, Roots’ Creative Director, we brought the campaign to life, relying on a team of dedicated crew, beloved friends, and Diane Bald, one of the Roots founders. Our goal was to translate the feeling of the holiday season, celebrated through an appreciation of community, and conveying Roots’ role as an integral part of the Canadian holiday experience. The brand is showcased through a series of holiday season vignettes, providing a glance into the different settings and moments that are unique to the holidays—with the Roots gift guide products as props and narrative-drivers between characters.
Each scene is a short story looking into the lives of our characters, and bringing the energy of the season to life. Together, the short scenes create an intricate narrative about our shared holiday experiences—from our Roots to yours.
CREDITS
"Lead agency: CRUEL
Production Company: @parasiempre.ca / @postofficecreative
Director: @macsiwocha
Creative Director: @joey_saturday
Creative Director Rep: Domlisi
Art Director: @janeespiritu
Executive Producer: @jackthomasroy
Producer: @ajuniorgabriel
Special Projects: @jderekbrenzel
Visual Director: @micahcameron
Creative Lead: @rienbautista
Assist CD: @lucasmacrae
1st AD: Sam Perrin
DOP: Steventsinokas
1st AC: @cam_moff
2nd AC: @acaciah_visuals
On-Figure Photographer: @kaneocean
Off-Figure Photographer: @matsschram
Photo Assist: @jonahkane
Photo Assist: @erogenous
Digitech: @phinamdang
Digitech: @jonglendon
BTS: @ryanwilliamcraven
Gaffer: @neon_criminal
BB Electric: @terror.vsn
Key Grip: @karaulov_ivan
BG Grip: @halahunny
Package Truck Driver: @dhurvalthedp
Wardrobe Stylist: @bobbybowenn
Wardrobe Assistant: @nicholas.cordi
Wardrobe Assistant: Alex Nbarak
HMU Stylist: @alisonsharp
HMU Assistant: @vbauds
Production Designer: @gentilcore_lucas
Prop Stylist: Chad Burton
Buyer: @taliataliiiaaaa
Set Decorator: Alysha Bauer
Art PA: @karanbirgogna
Art PA: Natasha Kopunovic
Art PA: @b.uckleyk
Art PA: @lizbucciart
Locations Manager: @jonathon.a.kok
Assistant Locations: @alan.chen._
Assistant Locations: Nadia Hu
Editor: @Married To Giants Steventsinokas
Colorist: @TheVanity @jordanbengbi
Online/ VFX: @ The Faculty. @daniel.j.kelly
Music & Sound: @evanmiles @postofficesound
Talent: @s.zirvi
Talent: @izabella_rampersaud
Talent: @gonniegarko
Talent: @serenaatthompson
Talent: Tiffany N.
Talent: Rudy N.
Talent: @micahcameron
Talent: Levon C.
Talent: Marlon C.
Talent: @__colin__tooke
Talent: Irie
Talent: Legacy
Talent: @loveobra
Talent: @tre.akula
Talent: @keeshachung
Talent: Diane B.
Key PA: Al Thorpe
PA: @vlgheezus
PA: @spokenbyt
PA: @iammichaelmamic
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.
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