DDB San Francisco and harvest have teamed to produce this spot, "Make Every Drop Amazing," for Brita featuring NBA superstar Stephen Curry of the Golden State Warriors.
Curry’s message to drink healthier, drink amazing and make good choices resonates as we see him on the court with his essence (water) following and leading him through his iconic jump shooting and hardwood moves.
Matthias Zentner directed via harvest.
Credits
Client Brita Agency DDB San Francisco Jim Bosiljevac, group creative director; Sam Brown, associate creative director; Allison Khoury, copywriter; Katelyn Berg, art director; Mark Tobin, executive producer. Production harvest films Matthias Zentner, director; Bonnie Goldfarb, exec producer; Niko Whelan, head of production; Ron Mohroff, line producer; Stefan Von Borbely, DP; Paul Martin, production designer. Editorial Beast San Francisco Tim Brooks, editor; Max Holste, assistant editor; Tracy Coleman, exec producer. Post/VFX Velvet Mediendesign GmbH, Munich, Germany Matthias Zentner, director/creative supervision; Chris Weingart, sr. Flame artist/compositing; Korbinian Vogel, concept art; Hannes Gerl, 3D lead; Boris Bruchhaus, Michael Grund, AmbientFX/3D fluids; Daniel Hennies, Ugly Kids, 3D fluids; Diego Masciolini, Informatica 3Dart/3D fluids; Jan Hofmann, Bernd Kaufmann, Giant Milk Can/3D fluids; Mehmet Akif Karaman, 3D fluids; Lukas Eberle, 3D digital artist; Christoph Gaudi, 3D matchmove; Casper Christensen, 3D rigging; Raluca Feresteanu, 3D animation; Geronimo West, Johannes Bogenhauser, rotoscoping/retouching; Thomas Wernbacher, titles/AFX; Bianca Rudolph, ARRI grading; Maria Metodieva, Alexander Zeus, postproduction producers (Velvet); Niklas Stolzenberg, postproduction manager (Velvet); Gavin Miljkovich, VFX supervisor. Music/Sound Design Ring The Alarm
White Ribbon has launched its โMy Friend, Max Hateโ 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, โMax Hate.โ 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.
โItโs alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,โ said Humberto Carolo, White Ribbon CEO. โThese 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.โ
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 โMy Friend, Max Hateโ 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.