Directing duo rubberband. of production house SMUGGLER blends sport and symphony in perfect harmony in “Sabrina” for Nike, featuring basketball superstar and newly minted WNBA champion, Sabrina Ionescu.
Playing on the court alongside classical musicians, the film masterfully captures the passion and precision of basketball in sync with the elegance of strings and horns, creating a harmonious celebration of athleticism and artistry.
Client Nike Basketball Creative Nike Basketball Anthony Coleman, creative director; Keith Liban, art director; Eric Pagsanjan, designer; Megan Sedey, sr. creative producer; Afnan Altimimi, copywriter; Colton Bowshier, digital producer; Steven Thon, digital designer. Production Company SMUGGLER rubberband., director; Patrick Milling Smith, Brian Carmody, Jaclyn Larson, exec producers; Sue Yeon Ahn, managing director/exec producer; Andrew Colon, chief operating officer; Alex Hughes, head of production; Josh Sondock, producer; Brooke Eliot, production supervisor; Zaida Fakih, 1st assistant director; Pat Golan, DP; Sean Dommett, Technocrane lead technician; Mathias Peralta, chief lighting technician; Liam Moore, production design; Marisa Papavero, art coordinator; Simon White, SFX; Sarah Michelle Davis, makeup. Editorial Cabin Edit Amber Saunders, editor; Carr Schilling, managing partner; Adam Becht, managing director; Liz Lydecker, director of production; Britt Carson, exec producer; Esther Gonzalez, sr. producer; Sidney Williams, cutting assistant. Color The King of Birds Aubrey Woodiwiss, colorist; Chloe Richardson, color producer. VFX Cabin FX Audio No. 8 George Castle, James Benn, sound designers. Cast Sabrina Ionescu
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
