CG character “The Lord of Mishap” wreaks havoc on a residential neighborhood, throwing firebombs which set a house ablaze. A car slams into a power pole, which topples over. However, in a heartbeat, all the damage is reversed. Turns out we’re in the throes of a videogame being played by Farmers Insurance staffers who have reached “Level 5” and are able to instantly counteract disaster. The menacing Lord of Mishap is reduced to utter helplessness.
Credits
Agency: Campbell Ewald | Los Angeles Bill Ludwig, chief creative officer; Debbie Karnowsky, executive creative director; Mike Conboy, associate creative director/art director; Neville Anderson, associate creative director/copywriter; Bob Solano, head of production; John Haggerty, executive producer.
Production Company: Aero Film Klaus Obermeyer, director/DP; Skip Short, executive producer; Lance O’Connor, producer; Bernie Wesson, head of production; Kate Thumann, production supervisor.
Editorial: Aero Film Barnett Kiel, editor; Stephan Malik, assistant editor; Bernie Wesson, producer
Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist
Visual Effects: House of Moves Capture Studios,Movie Arms Management,Sight Effects Inc Mike Jantz, motion capture supervisor; Scott Gagain, executive producer; Chris Bellaci, production manager.
,Zuma Jay, pyrotechnics expert
,Melissa Davies, executive producer/visual effects supervisor; Adrian Hurley,
visual effe
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
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
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