The meteorological phenomenon of a polar vortex fills the screen against a frigid snowscape. Turns out the vortex has been created by something man made–the power of a Jeep Wrangler motoring about in a constant circle. Visual effects house was Zoic Studios, Los Angeles and Vancouver, B.C.
Credits
Visual Effects/Animation: Zoic Studios, L.A. and Vancouver, B.C. Chris Jones, executive creative director; Ian Unterreiner, Matt Thunell, exec producers; Georgina Poushkine, sr. producer; Steve Melchiorre, sr. producer and production Vancouver BC; Ryan Burcham, producer; Anna Chang, post supervisor; Ryan McDougal, VFX supervisor/VFX on-set supervisor; Dmitri Gueer, sr. editor; Dave Stern, lead Flame; Bill Spradlin, 3D supervisor; Wes Kandel, art director; Echo Liu, production BC; Mike Rhone, Darryl Pfeil, Wayne Hollingsworth, dynamics dept; Nick Hiatt, matte painting; Kyung Park, look development/lighting; Dan Kruse, Christina Murguia, Jake Long, lighting; Julie Jang, Fumi Mashimo, Michael Miller, Daniel Rashcko, Feli Digiorgio, compositing; David Windhorst, Steve Kazun, camera dept. (Toolbox: Flame, Maya, Nuke, Houdini) Agency: Doner Partners, Detroit Production: Bandito Brothers, Los Angeles Loni Peristere, director
ScreenWork Categories:Commercial
Screenwork Type:Top Ten Chart
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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