Experiential, Event Production, Content, Commercial Production, Fashion
Exploring Louis XIV influence on ballet, media, and the French Revolution.
“De La Nuit” SS 2024 Paris Fashion Week Runway Presentation
CRUEL partnered with Mr. Saturday to produce the Spring/Summer 2024 collection, "De La Nuit," at Paris Fashion Week in 2023, including both the runway production and digital runway presentation. The collection draws attention to Louis XIV's influence on ballet, media, and the French Revolution, and examines the interplay of beauty, destruction, and rebirth.
Like much of Mr. Saturday’s previous work, the collection uses historical inspiration to create a contemporary narrative. Design elements like tulle and updated tailoring silhouettes referenced King Louis XIV's impact on ballet, symbolizing the decadent lifestyle of Versailles that ultimately led to the French Revolution. The runway presentation was co-creative directed by Siphesile November, the principal dancer of the Canadian National Ballet. November choreographed the show, which featured dancers from the Paris Opera Ballet company. In addition to the clothing, the collection included a new series of eyewear and accessories, such as handmade leather garments from the Roots leather factory, where Mr. Saturday founder Joey Gollish currently holds the position of Creative Director in residence.
Mr. Saturday's SS24 "De La Nuit" runway presentation at Paris Fashion Week showcased the new collection and brought historical themes into a modern context for Paris Fashion Week. Through thoughtful design and narrative construction, the brand illustrated its unique perspective on history's impact on the present and future. The collection's presentation stood out for its fusion of fashion and performance art, earning attention for the brand and further cementing its reputation for thoughtful, historically-informed design; another iteration in the long standing partnership between CRUEL and Mr. Saturday.
Mr. Saturday (@mrsaturday)
William Romeo (@williamromeoproduction)
Executive Producer: CRUEL and Mr. Saturday
Mr. Saturday: J. Derek Brenzel
CRUEL: Karl Bechmann, Mac Siwocha
Creative Director: Joey Gollish
Associate Creative Director: Lucas Macrae
Art Director: Caitlan Hickey
Producer: Adrien Sagnier & Ksenia Harwood
Stylist: Ronald Burton III
Stylist Assistant: Kenny Paul, Paige Preston
Casting Director: Dominyka Angelyte
Movement Director: Pierre Podevyn
Choreography: Siphe November
Dancers: Siphe November, Taïs Vinolo, Sam Akins
Décoration: Alexandre Andromède Roy
Hair Lead: Roger Cho
Makeup Lead: Porsche Poon
Photographer: Saxon Lane
Show Film Producer
Director: Jean-Charles Charavin
Producer: Antoine Olla
DOP: Jérôme Berthier
Steadicam: Hugo Gastaud
1st AC: Alexander Stein
1st AC: Grégoire Kappes
2nd AC: Marthe Pitous
Operator: Mathias Sabourdin
Operator: Arnaud Gaudelle
PA Nicolas: Duranton & Arnaud Zen
Editor: David Poucet
Colorist: Grégoire Lesturgie
The Beach Boys - Our Prayer
Casey MQ - Miss Dalloway
Harvey Mandel - Christo Redentor
Lucie Antunes - Hoho
Brand of the Year ADCANN and
Canadian Cannabis Awards
SUPREME CANNABIS (2018)
Best Marketing Campaign
SUPREME CANNABIS (2019)
ADC Awards 2022
Gold for Media Innovation
MR. SATURDAY (2022)
Cannes Bronze Lion for Brand
Experience and Activation
MR. SATURDAY (2022)
Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement
MR. SATURDAY (2022)
CRUEL is an independent marketing agency based in Toronto, exploring contemporary themes through art, marketing, and culture. We find deeper meaning emphasizing the power of human connection, and in doing so, embed brands in the conversation; whether digital or in-real-life, launching a new product, or creating an immersive brand experience.
Founded in 2013 as a university lifestyle platform in Montreal, CRUEL quickly became a hub for young people to connect, driven by the surge of social media. By 2015, after hosting thousands of events and launching localized content initiatives, CRUEL transformed into a marketing agency, drawing clients keen on understanding youth culture and younger demographics. In 2016, CRUEL further demonstrated its newly formed marketing acumen by successfully launching Snapple Spiked across Canada through an authentic, grassroots driven campaign.
CRUEL's creative capabilities flourished in 2018, winning Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand in Canada. The arrival of the pandemic in 2020 tested CRUEL's adaptability as a younger agency. However, with agility and a solutions-oriented mindset, CRUEL was able to seamlessly pivot from traditional event marketing to a fully integrated offering, combining Branding, Content, and Experiential to provide increased value to clients. As people everywhere returned to real life, so did CRUEL. This was on display with the LottoMax Dream Drop campaign in 2022, winning several awards, most notably the agencies first Cannes Lion for Experience Design.
In 2023, CRUEL has continued to grow, being featured in Hypebeast, Highsnobiety, Vogue, Strategy Online and other publications. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL is always designing new ways to connect brands to with the next generation of consumers.
Research and Insights
Brand Strategy and Planning
UI and UX Design
Digital Platform Development
Emerging Tech Integrations
3D Motion Design
Installations and Pop-Ups
Event Strategy and Production
Interactive Product Sampling
Negotiation and Contracting
Valuation and Measuremen
© 2023 CRUEL INC.
87 WADE AVENUE UNIT 101
TORONTO. ON. M6H 1P5
Toronto-based, independent creative agency founded in 2013, exploring contemporary themes through art, marketing, and culture