In this series of three documentary shorts, each portrays a different artisan๏ฟฝa chocolate maker, a perfumer, and a champagne vintner. Their dedication to their craft and the perfection of their product is paralleled to the commitment to goes into the making of the 2007 Lexus ES 350.
Credits
Agency: Team One Ginger Christensen, group management supervisor, integration manager; Chris Graves, executive creative director; James Dalthorp, Jon Pearce, group creative directors; James Hendry, associate creative director; Kathy Hepinstall, senior copywriter; Jack Epsteen, executive producer; Leah Bohl, assistant producer; Paul Mareski, executive director of account services; Matt Van Dyke, group account director; Jennifer Austin, account supervisor. Production Company: Boxer Films Jeffrey DeChausse, director; John Clark, executive producer; John Quinn, head of production; Mark Fox, producer; Jordan Valenti, DP. Editorial: B17 Editorial,B17 Editorial Rob Groenwold, Pedram Torbati, editors; Beth George, executive producer,Rob Groenwold, Pedram Torbati, editors; Beth George, executive producer Postproduction: Method,The Syndicate Siggy Ferstl, colorist,Bob Curreri, colorist Audio: Juice West Bob Gremore, audio post mixer
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 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.
Now in its 34th year, White Ribbon... Read More
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