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Commercial Production, Content, Photography, Fashion


Happy Holidays. From our Roots to yours.

Holiday Campaign

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: / @postofficecreative
Director: @macsiwocha
Creative Director: @joey_saturday
Creative Director Rep: Domlisi
Art Director: @janeespiritu
Executive Producer: @jackthomasroy
Producer: @ajuniorgabriel
Special Projects: @jderekbrenzel
Visual Director: @micahcameron
Creative Lead: @rienbautista
Assist CD: @lucasmacrae
1st AD: Sam Perrin
DOP: Steventsinokas
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
Package Truck Driver: @dhurvalthedp
Wardrobe Stylist: @bobbybowenn
Wardrobe Assistant: @nicholas.cordi
Wardrobe Assistant: Alex Nbarak
HMU Stylist: @alisonsharp
HMU Assistant: @vbauds
Production Designer: @gentilcore_lucas
Prop Stylist: Chad Burton
Buyer: @taliataliiiaaaa
Set Decorator: Alysha Bauer
Art PA: @karanbirgogna
Art PA: Natasha Kopunovic
Art PA: @b.uckleyk
Art PA: @lizbucciart
Locations Manager: @jonathon.a.kok
Assistant Locations: @alan.chen._
Assistant Locations: Nadia Hu
Editor: @Married To Giants Steventsinokas
Colorist: @TheVanity @jordanbengbi
Online/ VFX: @ The Faculty. @daniel.j.kelly
Music & Sound: @evanmiles @postofficesound
Talent: @s.zirvi
Talent: @izabella_rampersaud
Talent: @gonniegarko
Talent: @serenaatthompson
Talent: Tiffany N.
Talent: Rudy N.
Talent: @micahcameron
Talent: Levon C.
Talent: Marlon C.
Talent: @__colin__tooke
Talent: Irie
Talent: Legacy
Talent: @loveobra
Talent: @tre.akula
Talent: @keeshachung
Talent: Diane B.
Key PA: Al Thorpe
PA: @vlgheezus
PA: @spokenbyt
PA: @iammichaelmamic

  • Brand of the Year ADCANN and

    Canadian Cannabis Awards


    Best Marketing Campaign

    O’Cannabiz Awards


    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
    Brand Identity
    Art Direction
    Graphic Design
    UI and UX Design 


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


    Activation Development
    Installations and Pop-Ups 
    Event Strategy and Production
    Interactive Product Sampling
    Logistics Management
    Staff Recruitment/Training  
    Retail Environments


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

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