Roots

CLIENT

Content, Commercial Production, Fashion

SERVICES

Everything Holidays. Since 1973.

Anything Roots

Anything Roots (2024) celebrates the greatest gift of all—memories of quality time spent together.

The Holiday Collection comes to the fore against the backdrop of iconic Canadian pastimes; further encapsulating the brand as part of our collective memory of the holidays and the nostalgic spirit of the season.

CREDITS

Lead Agency: CRUEL @cruelcommons
Director: Daniel Tal @daniel__total
Executive Producer: Daniel Tal @daniel__total
Producer & AD: Julia Cherry @juliamcherry
Creative Director: Joey Gollish @joeysaturday
Creative Director Rep: James Nahhas
Art Director: Jane Espiritu @janeespiritu
Production Company: Total Studios @total__studios
Producer: Simone Osundo
Client: Roots @roots
Brand Director: Tatiana Isaza @taterrtats
Image Director: Micah Cameron
Director of Photography: Scottie Watson @scottiewat
1st AC: Mike Pesut @mike.pesut
Gaffer: Timur Aliev @terror.vsn
Grip: Robert Wharry @childish_creative
DIT: Sam Iannicelli @laddybuck
Additional Camera: Daniel Tal @daniel__total
Editor: Sam Iannicelli @laddybuck
VFX: Jeffrey Zablotny @zablotny
Colourist: Jordan Benegbi @jordanbenegbi @thevanityvfx
Music/Sound Design: Liam Clarke @liamclrke
Supers/Titling: Justin Nahhas
Production Designer: Mercedes Coyle @mercedescoyle
Background Art Designer Nnam Umeugo @nname.ume
Set Dresser: Janice Cheung
Set Dresser: Hayley Greenough @hgreenough_art
Makeup: Luisa Duran @luisaduran.mua
Hair: Lori Fabrizio @lorifabrizio
Fashion Styling: Nadia Pizzimenti @nadiapizzimenti @p1magency
Assistant Stylist: Rizelle Sadcopen @p1magency
Assistant Stylist: Savannah Finch @p1magency

CRUEL is a Toronto-based independent marketing agency specializing in Brand Experience and 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.
Experiential

Experience Design
Activation Development
Installations and Pop-Ups
Event Production
Interactive Sampling
Logistics Management
Staff Recruitment/Training
Retail Environments
Content

Brand Storytelling
Digital Strategy
Content Production
Commercial Photography
Channel Planning
Community Management
Digital Platform Development
Emerging Tech Integrations
3D Motion Design
Branding

Research and Insights
Brand Strategy and Planning
Brand Identity
Art Direction
Illustration
Graphic Design
UI and UX Design
Partnerships

Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Property Representation
Sponsor Activation
Valuation and Measurement