The New Cruelty is a unique creative production agency of visual storytellers based in New York.
We exist because brands need more imagery than ever before. Rich, abundant sources of 'on brand' imagery – moving and still – with unrestricted usage rights; ownable imagery that tells the real story of their brand.
We create that imagery. By combining your brand's values with our creative visual thinking, we produce strong, authentic, consistent and cost effective brand imagery for our clients – photographic and video. It’s that simple. That’s what we do.