Roots
CLIENT
Commercial Production, Content, Photography, Fashion
SERVICES
Go Outside: You'll Be Glad
Roots x CLOT
CRUEL partnered with Roots to create a motion and stills campaign to celebrate a landmark collaboration with CLOT and founder Edison Chen; honouring the heritage of both brands. This partnership, marks Roots' 50th and CLOT's 20th anniversaries.
The inaugural collection, "Go Outside: You'll Be Glad," crafted in Roots' Toronto factory, marries high-quality Canadian production with CLOT's streetwear ethos. It encourages embracing the spirit of the outdoors, whether amidst Canada's natural beauty or Hong Kong's urban landscape. Edison Chen's vision combines Roots' commitment to comfort and style with CLOT's innovative, inclusive approach to streetwear.
The collection, including Leather Varsity Jackets and Kanga Hoodies, and the Lunar New Year collection, inspired by the Year of the Dragon, showcase a harmonious fusion of East and West. This collaboration stands as a vibrant testament to the unifying power of fashion.
CREDITS
Lead agency: @cruelcommons
Production Company: @parasiempre.ca / @postofficecreative
Director (Motion): @macsiwocha
Director (Stills): @domlisi
Creative Director/Photographer: @joey_saturday
Art Director: @janeespiritu
Executive Producer: @jackthomasroy
Executive Producer: @keshialall
DOP: @steventsinokas
Stylist/ Wardrobe: @bobbybowenn
Editor: @steventsinokas
Hair/ Makeup: @iamwinliu
Talent: @justjackyweng
Talent: @liannsun
Special Thanks:
@nolimitsheli
@strangeragency
@beauphotostore
@lizbellagency
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
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Logistics Management
Staff Recruitment and Training
Community Management
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Strategic Partnerships
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Sponsorship Framework
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Experience
Experience Design
Activation Development
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Content Production
Commercial Photography
Motion Design
Brand Identity
Art Direction
Illustration
Graphic Design