Mr. Saturday
CLIENT
Experiential, Event Production, Content, Commercial Production, Fashion
SERVICES
Exploring Louis XIV influence on ballet, media, and the French Revolution.
De La Nuit PFW Presentation
CRUEL partnered with Mr. Saturday to produce the Spring/Summer 2024 collection, "De La Nuit," at Paris Fashion Week in 2023, including both the runway production and digital runway presentation. The collection draws attention to Louis XIV's influence on ballet, media, and the French Revolution, and examines the interplay of beauty, destruction, and rebirth.
Like much of Mr. Saturday’s previous work, the collection uses historical inspiration to create a contemporary narrative. Design elements like tulle and updated tailoring silhouettes referenced King Louis XIV's impact on ballet, symbolizing the decadent lifestyle of Versailles that ultimately led to the French Revolution. The runway presentation was co-creative directed by Siphesile November, the principal dancer of the Canadian National Ballet. November choreographed the show, which featured dancers from the Paris Opera Ballet company. In addition to the clothing, the collection included a new series of eyewear and accessories, such as handmade leather garments from the Roots leather factory, where Mr. Saturday founder Joey Gollish currently holds the position of Creative Director in residence.
Mr. Saturday's SS24 "De La Nuit" runway presentation at Paris Fashion Week showcased the new collection and brought historical themes into a modern context for Paris Fashion Week. Through thoughtful design and narrative construction, the brand illustrated its unique perspective on history's impact on the present and future. The collection's presentation stood out for its fusion of fashion and performance art, earning attention for the brand and further cementing its reputation for thoughtful, historically-informed design; another iteration in the long standing partnership between CRUEL and Mr. Saturday.
CREDITS
Mr. Saturday (@mrsaturday)
CRUEL (@cruelcommons)
William Romeo (@williamromeoproduction)
Incendie (@incendiefilms)
Executive Producers
Executive Producer: CRUEL and Mr. Saturday
Mr. Saturday: J. Derek Brenzel
CRUEL: Karl Bechmann, Mac Siwocha
Creative Director: Joey Gollish
Associate Creative Director: Lucas Macrae
Art Director: Caitlan Hickey
Show Producer
William Romeo
Producer: Adrien Sagnier & Ksenia Harwood
Stylist: Ronald Burton III
Stylist Assistant: Kenny Paul, Paige Preston
Casting Director: Dominyka Angelyte
Movement Director: Pierre Podevyn
Choreography: Siphe November
Dancers: Siphe November, Taïs Vinolo, Sam Akins
Décoration: Alexandre Andromède Roy
Hair Lead: Roger Cho
Makeup Lead: Porsche Poon
Photographer: Saxon Lane
Show Film Producer
Incendie
Director: Jean-Charles Charavin
Producer: Antoine Olla
DOP: Jérôme Berthier
Steadicam: Hugo Gastaud
1st AC: Alexander Stein
1st AC: Grégoire Kappes
2nd AC: Marthe Pitous
Operator: Mathias Sabourdin
Operator: Arnaud Gaudelle
PA Nicolas: Duranton & Arnaud Zen
Editor: David Poucet
Colorist: Grégoire Lesturgie
Music:
The Beach Boys - Our Prayer
Casey MQ - Miss Dalloway
Harvey Mandel - Christo Redentor
Lucie Antunes - Hoho
Founded in 2013, CRUEL began as a university lifestyle platform in Montreal and a vibrant hub for young people, fuelled by the rise and influence of social media. By 2015, our company had transformed into a marketing agency, attracting clients keen to engage with youth culture, and leveraging expertise from hosting thousands of events and pioneering localized content initiatives. CRUEL's early success was marked by the nationwide launch of Snapple Spiked in 2016, leveraging an authentic, grassroots-focused campaign.
By 2018, CRUEL’s emergence as a creative force in the agency marketplace was nationally recognized, earning accolades such as Campaign of the Year and Brand of the Year for the launch of the 7ACRES cannabis brand. Since then, our agency has embraced adaptability and innovation, shifting from traditional event marketing to a fully integrated approach that now combines Branding, Content, Experiential, and Partnership services.
Our commitment to pushing the boundaries of technology and innovation, while also staying relevant, was highlighted by the LottoMax Dream Drop campaign in 2022, which was recognized with a Cannes Lion for Experience Design. In 2023, CRUEL continued to capture media attention, featured in prestigious publications such as Hypebeast, Highsnobiety, and Vogue. By delivering fully-integrated brand experiences that capitalize on contemporary trends, CRUEL consistently delivers innovative strategies to connect brands with the next generation of consumers.
BRANDING
Research and Insights
Brand Strategy and Planning
Brand Identity
Art Direction
Illustration
Graphic Design
UI and UX DesignCONTENT
Brand Storytelling
Digital Strategy
Content Production
Commercial Photography
Channel Planning
Community Management
Digital Platform Development
Emerging Tech Integrations
3D Motion DesignEXPERIENTIAL
Activation Development
Installations and Pop-Ups
Event Strategy and Production
Interactive Product Sampling
Logistics Management
Staff Recruitment/Training
Retail EnvironmentsPARTNERSHIPS
Strategic Partnerships
Negotiation and Contracting
Sponsorship Framework
Property Representation
Sponsor Activation
Valuation and MeasurementBrand of the Year ADCANN and
Canadian Cannabis Awards
SUPREME CANNABIS (2018)
Best Marketing Campaign
O’Cannabiz Awards
SUPREME CANNABIS (2019)
ADC Awards 2022
Gold for Media InnovationMR. SATURDAY (2022)
Cannes Bronze Lion for Brand
Experience and Activation
MR. SATURDAY (2022)
Atomic Awards, Gold for Niche Targeting, Collaboration, Engagement
MR. SATURDAY (2022)