Aaron Stoller of Biscuit Filmworks directed this package of spots for Buffalo Wild Wings out of agency Figliulo & Partners, including this ScreenWork entry, “Office,” in which a man extricates himself from a boring business meeting by standing atop a conference table, climbing up through the ceiling and disappearing–only to reappear by falling through the ceiling of an adjoining office.
He thus makes his “Escape To Football,” taking off and winding up at Buffalo Wild Wings to eat, drink, cavort and watch NFL Football.
Credits
Client Buffalo Wild Wings Agency Figliulo & Partners Mark Figliulo, CEO/partner; Scott Vitrone, chief creative officer/partner; Robert Valdes, head of production/partner; Caroline Krediet, head of strategy/partner; Jeff Scardino, Masataka Kawano, creative directors; Jill Landaker Grunes, executive producer; Jessica Rosen, post producer. Production Biscuit Filmworks Aaron Stoller, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Cindy Becker, producer. Mercedes Allen-Sarria, Rachel Glaub, heads of production; Sebastian Pfaffenbichler, DP; Tim Moen, production designer. Postproduction Exile Matt Murphy, editor; Mitch Goldberg, assistant editor; Evyn Bruce, offline producer; Sasha Hirschfeld, exec producer; Jenna DeAngelis, VFX/Flame; Gwynne Evans Reid, online producer. Color Company 3 Tim Masick, colorist. Music Walker Music Audio Heard City Phil Loeb, audio design/mixer.
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.
