Roots

CLIENT

Content, Commercial Production, Fashion

SERVICES

For wherever you’re going. No matter where you are.

Fall Campaign

Roots Fall Campaign (2024) captures a group of explorers, an elemental dinner society which gathers once a year in the middle of Canada’s boreal forest.

CREDITS

Lead Agency: CRUEL @cruelcommons
Creative Director: Joey Gollish @joey_saturday
Art Director: Jane Espiritu @janeespiritu
Visual Director: Micah Cameron @micahcameron
Creative Lead: Rien Bautista @rienbautista

Director: Mac Siwocha @macsiwocha
Executive Producer: Jack Roy @jackthomasroy
1st AD: Sam Perrin

DOP: Steven Tsinokas @steventsinokas
1st AC: Jason Lin @jl_lynn

Photographer: Dom Lisi @domlisi
Photo Assist: Jonah Kane @jonahkane
Digitech: Bryan Ulrich @bryanulrich
BTS: Raphaele Sohier @raphsohier

Gaffer: David Grif @neon_criminal
Camera Assist: Sebastian B @seb.baq
Key Grip: Andrei Ermolaev @mood.webm
Swing: Diego Perez @datdenimdaddy

Wardrobe Stylist: Bobby Bowen @bobbybowenn
Wardrobe Assistant: Nick Cordi @nicholas.cordi
Hair & Makeup: Neha Baigg @nehabaigg
Hair & Makeup Assist: Myles Bryan-Murray @ms.mylesmua

Production Designer: Lucas Gentilcore @gentilcore_lucas
Buyer: Talia Missaghi @taliataliiiaaaa
Set Decorator: Alysha Bauer @alyshaautumn
Art PA: Kristen Buckley @b.uckleyk
Art PA: Paola Pasqualini @peachmillk

Location: Glen Oro Farms @glenorofarm | @lukesedgwick
Catering: Treeline Catering | @treelinecatering
Rentals: Neighbourhood Studio | @neighbourhoodstudios

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