Commercial Production, Content, Beer
A shared ethos of craftsmanship, cultural reverence, and exploration.
Where East Meets West
CRUEL partnered with Sapporo and Joey Gollish to fuse Eastern and Western influences in a fashion piece that celebrated the brands' distinct cultures and Sapporo's roots.
We collaborated on a new iteration of the Sukajan Jacket, a cultural icon from the 60s and 70s fashion movement in Tokyo. The design intricately married blue-collar American principles with Japanese craftsmanship, showcasing artwork of twin cranes flying over cherry blossoms under the sun. The jacket also subtly incorporated locations significant to Sapporo and the history of the Sukajan jacket.
The Sukajan Jacket stands as a unique testament to the creative harmony achievable when two cultural worlds intersect. It offers a singular tribute to the distinct cultures of East and West and stands out in fashion history.
Production: CRUEL | Para Siempre Creative
Director: Mac Siwocha @macsiwocha
Agency: CRUEL @cruelcommons
Creative Director: Dom Lisi @domlisi
Art Director: Justin Nahhas @justinnahhas
Account Directors: Julia Cherry @juliamcherry, Schuyler Mota @schuyy
Mr. Saturday @mrsaturday
Starring: Joey Gollish @joey_saturday
Sapporo Canada @sapporocanada
Brand Manager: Greg Bender @gregggbender
Para Siempre Creative @parasiempre.ca
Executive Producers: Ryan Craven @ryanwilliamcraven & Jack Roy @jackthomasroy
Line Producer: Rob Crenson @crenszn
DOP: Steven Tsinokas @steventsinokas
1st AC: Jason Lin @jl_lynn
2nd AC: Acacia Hong @acaciah_visuals
Gaffer: Rory Sommerville @sommerview
Key Grip: Dexter Calleja @dexters_z34
Swing/ Driver: Dhruval Patel @dhruvalthedp
PA: Chen Li @ch3n.li
Breathe Entertainment @breathe.ent
Brand of the Year ADCANN and
Canadian Cannabis Awards
SUPREME CANNABIS (2018)
Best Marketing Campaign
SUPREME CANNABIS (2019)
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
UI and UX Design
Digital Platform Development
Emerging Tech Integrations
3D Motion Design
Installations and Pop-Ups
Event Strategy and Production
Interactive Product Sampling
Negotiation and Contracting
Valuation and Measuremen
© 2023 CRUEL INC.
87 WADE AVENUE UNIT 101
TORONTO. ON. M6H 1P5
Toronto-based, independent creative agency founded in 2013, exploring contemporary themes through art, marketing, and culture