Sapporo
CLIENT
Commercial Production, Content, Beer
SERVICES
A shared ethos of craftsmanship, cultural reverence, and exploration.
Where East Meets West
CRUEL partnered with Sapporo and Joey Gollish to fuse Eastern and Western influences in a fashion piece that celebrated the brands' distinct cultures and Sapporo's roots.
We collaborated on a new iteration of the Sukajan Jacket, a cultural icon from the 60s and 70s fashion movement in Tokyo. The design intricately married blue-collar American principles with Japanese craftsmanship, showcasing artwork of twin cranes flying over cherry blossoms under the sun. The jacket also subtly incorporated locations significant to Sapporo and the history of the Sukajan jacket.
The Sukajan Jacket stands as a unique testament to the creative harmony achievable when two cultural worlds intersect. It offers a singular tribute to the distinct cultures of East and West and stands out in fashion history.
CREDITS
Production: CRUEL | Para Siempre Creative
Director: Mac Siwocha @macsiwocha
Agency: CRUEL @cruelcommons
Creative Director: Dom Lisi @domlisi
Art Director: Justin Nahhas @justinnahhas
Account Directors: Julia Cherry @juliamcherry, Schuyler Mota @schuyy
Mr. Saturday @mrsaturday
Starring: Joey Gollish @joey_saturday
Sapporo Canada @sapporocanada
Brand Manager: Greg Bender @gregggbender
Para Siempre Creative @parasiempre.ca
Executive Producers: Ryan Craven @ryanwilliamcraven & Jack Roy @jackthomasroy
Line Producer: Rob Crenson @crenszn
DOP: Steven Tsinokas @steventsinokas
1st AC: Jason Lin @jl_lynn
2nd AC: Acacia Hong @acaciah_visuals
Gaffer: Rory Sommerville @sommerview
Key Grip: Dexter Calleja @dexters_z34
Swing/ Driver: Dhruval Patel @dhruvalthedp
PA: Chen Li @ch3n.li
Breathe Entertainment @breathe.ent
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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Sponsorship Framework
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Art Direction
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Graphic Design