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Mr. Saturday

CLIENT

Commercial Production, Fashion

SERVICES

A group of young, exuberant socialites gather at a dinner party in the “New Normal” of 2120.

Both Directions At Once

CRUEL partnered with Mr. Saturday to present designer Joey Gollish’s Autumn/Winter 2021 "Both Direction At Once" collection at New York Women's Fashion Week 2021, drawing attention to the brand's unique take on ephemera and cultural progression from a historical perspective, channeling the energy of the 1920s into a forward-looking vision on the intersection of fashion and youth culture.

CREDITS

Executive Producer: CRUEL
Collaborators: Fela (LeSean Harris), Ali Khurshid, Bobby Bowen, Breathe Entertainment (Eva Kozlova, Married to Giants (Nick Yumul), Studio Feather (Ana Escorse), and KZM Agency (Norman Wong)

  • 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

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