“Lexus Elevate” is an immersive 360-degree film experience using the Samsung Gear VR + Samsung Galaxy S6 that tells the story of why pro cyclist Christian Vande Velde loves the sport.
Anrick Bregman of Unit9 directed the short, creating it with Team One executive creative director Alastair Green and a full agency creative ensemble. “Elevate” puts viewers in the mind and saddle of a world-class cyclist.
Client Lexus Agency Team One Alastair Green, executive creative director, executive producer; Sam Walsh, executive producer; Chris Graves, chief creative officer/executive producer; Tiffany Otoya, Kristen Little, producers; Mike Rozycki, copywriter; Quoc Lu, art director; Lucia Matioli, designer. Production Unit9 Films Anrick Bregman, director; Michelle Craig, exec producer; Rory Mathieson, producer; Alexis Celic, line producer; Carl Burke, DP; Joff Harris, VR technician. Production Cathy Lee, Steve Jett, executive producers. Jess Feavel, alt. line producer; Greg Orselli, location manager; Nick Favorite, production assistant/driver; Jackie Bryan, DIT; Marcus Punter-Bradshaw, lead compositor; Jakub Wesolowski, Stefano Pasoti, Zlaten Del Castillo, Preite Davide, compositors; Eric Schockmel, title design. Editorial Joe Randall-Cutler, editor. Music/Sound Design Plan8
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
Now in its 34th year, White Ribbon... Read More
