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Commercial Production, Content, Photography, Fashion


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.


Lead agency: @cruelcommons
Production Company: / @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:


  • 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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