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Roots

CLIENT

Commercial Production, Content, Photography, Fashion

SERVICES

Go Outside: You'll Be Glad

Roots x CLOT

CRUEL partnered with Roots to create a motion and stills campaign to celebrate a landmark collaboration with CLOT and founder Edison Chen; honouring the heritage of both brands. This partnership, marks Roots' 50th and CLOT's 20th anniversaries.


The inaugural collection, "Go Outside: You'll Be Glad," crafted in Roots' Toronto factory, marries high-quality Canadian production with CLOT's streetwear ethos. It encourages embracing the spirit of the outdoors, whether amidst Canada's natural beauty or Hong Kong's urban landscape. Edison Chen's vision combines Roots' commitment to comfort and style with CLOT's innovative, inclusive approach to streetwear.


The collection, including Leather Varsity Jackets and Kanga Hoodies, and the Lunar New Year collection, inspired by the Year of the Dragon, showcase a harmonious fusion of East and West. This collaboration stands as a vibrant testament to the unifying power of fashion.

CREDITS

Lead agency: @cruelcommons
Production Company: @parasiempre.ca / @postofficecreative


Director (Motion): @macsiwocha
Director (Stills): @domlisi
Creative Director/Photographer: @joey_saturday
Art Director: @janeespiritu
Executive Producer: @jackthomasroy
Executive Producer: @keshialall
DOP: @steventsinokas
Stylist/ Wardrobe: @bobbybowenn
Editor: @steventsinokas
Hair/ Makeup: @iamwinliu
Talent: @justjackyweng
Talent: @liannsun


Special Thanks:

@nolimitsheli
@strangeragency
@beauphotostore
@lizbellagency

  • 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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