CRUEL

About a month ago, Nike hit us up to bring Air Max Day 2024 to life in collaboration with Soho House. The team went full steam ahead, bringing the aesthetic of the new Air Max DN to life inside Soho House Toronto. Shout out to all of our collaborators who made this event possible and to the Nike and Soho Toronto team for being great partners.

Each year at CRUEL we hire a group of enthusiastic and energetic Brand Ambassadors to lead our summer campaigns. A great way to get into the industry, learn how brands communicate and have a good time doing it. If you or anyone you know may be interested, they can apply at cruel.co/apply or reach out to their favourite CRUEL team member for more info.

Applications are open >> cruel.co/apply for summer 2024 Brand Ambassador and Brand Lead positions. Product sampling focused, flexible hours and a great way to get into the marketing industry.

We are excited to expand our Client Service team through the addition of an Account Manager. We're looking for a candidate who is excited about joining a quickly growing agency, and shares our passion for experiential marketing and events. This role will be mostly in-office, with some days requiring remote work at home or on-site at events as well. We're hopeful to find someone who is interested in a long-term opportunity as we continue building our agency. Disclaimer: We do have a couple of office doggos that may encourage you to play fetch with them during our lunch hour (or otherwise).

We are excited to expand our Client Service team through the addition of an Account Manager. We're looking for a candidate who is excited about joining a quickly growing agency, and shares our passion for experiential marketing and events. This role will be mostly in-office, with some days requiring remote work at home or on-site at events as well. We're hopeful to find someone who is interested in a long-term opportunity as we continue building our agency. Disclaimer: We do have a couple of office doggos that may encourage you to play fetch with them during our lunch hour (or otherwise).

Stay Lucky Celebrating a landmark collection in collaboration with Roots, CLOT and founder Edison Chen; honouring the heritage of both brands. 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. 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

Roots is home for all of us. Transforming the Bloor Street store to channel a new holiday spirit for the brand. CRUEL designed a holiday moment on the golden mile to celebrate Roots’ 50th anniversary and extend a special welcome to shoppers. The in-store design spotlights the brand's connection to Canadiana, and brings a novel sense of home to the flagship location. The family room staging, ribbons installations, and experience design on the main floor focus on different elements of home during the holidays, reimagined. Creating a connection between the ‘From Our Roots to Yours’ holiday media campaign and the in-store retail experience. Executive Producer: CRUEL Creative Director: Joey Gollish Art Director: Zachary Noftall Designer: James Nahhas Production Director: Mac Siwocha Production/Fabrication: Ground Up Services Photography: Para Siempre

Happy Holidays. From our Roots to yours. 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. Lead agency: CRUEL Production Company: Para Siempre / Post Office Creative Director: Mac Siwocha Creative Director: Joey Gollish Creative Director Rep: Domenic Lisi Art Director: Jane Espiritu Executive Producer: @jackthomasroy Producer: @ajuniorgabriel Special Projects: J. Derek Brenzel Visual Director: @micahcameron Creative Lead: @rienbautista Assist CD: @lucasmacrae 1st AD: Sam Perrin  DOP: Steven T. 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

Happy Holidays. From our Roots to yours. 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. Lead agency: CRUEL Production Company: Para Siempre / Post Office Creative Director: Mac Siwocha Creative Director: Joey Gollish Creative Director Rep: Domenic Lisi Art Director: Jane Espiritu Executive Producer: @jackthomasroy Producer: @ajuniorgabriel Special Projects: J. Derek Brenzel Visual Director: @micahcameron Creative Lead: @rienbautista Assist CD: @lucasmacrae 1st AD: Sam Perrin  DOP: Steven T. 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

Go Outside: You'll Be Glad CRUEL partnered with Roots to create a motion and stills campaign to celebrate a landmark collection in collaboration with CLOT and founder Edison Chen; honouring the heritage of both brands. The 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. Lead agency: CRUEL Production Company: Para Siempre / Post Office Creative Director (Motion): Mac Siwocha Director (Stills): Domenic Lisi Creative Director/Photographer: Joey Gollish Art Director: Jane Espiritu Executive Producer: Jack Thomas Roy Executive Producer: Keshia Lall DOP: Steven T. Stylist/ Wardrobe: Bobby Bowen Editor: Steven T. Hair/ Makeup: @iamwinliu Talent: @justjackyweng Talent: @liannsun