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Roots

CLIENT

Content, Commercial Production, Fashion

SERVICES

Rooting for Canada Since 1973.

Northern Athletics

Bringing to life the Roots Northern Athletics Collection (2024) in lead up to the 2024 Paris Olympics.

In the heart of nature's vast expanse, where the mountains touch the sky, lies our ultimate training ground. Showcasing Roots as an outfitter for Canadians, with an emphasis on bringing us together in the wilderness. We centre our attention on venturing into a quintessential Canadian wilderness locale, evoking a sense of rugged beauty and raw authenticity.

CREDITS

Lead agency: CRUEL
Director: @macsiwocha
Creative Director/Photographer: @joey_saturday
Art Director: @janeespiritu
Executive Producer: @jackthomasroy
DOP: @steventsinokas
Image Director/Stylist: @micahcameron
Editor: @steventsinokas
Retouching: @domlisi
Hair/ Makeup: @iamwinliu
Talent: @celeste.pomerantz
Talent: @flywithpedro

  • 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

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    Experience Design

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

    Content

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

    Branding

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

    Partnerships

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

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