Microsoft is introducing the next chapter of its Windows 11 ‘“Brings You Closer to What You Love” campaign which continues to focus on real people and how Windows 11 helps them pursue their passions. This spot–one of three telling the stories of unique individuals–focuses on Charlotte Oxam, a plus-sized fashion entrepreneur who founded Cue the Curves, a tech startup aimed at creating a positive shopping experience for plus-size women. Charlotte does everything from coding to marketing and wants women of all sizes to feel confident through access to fashion that fits both their body and their personality.
Erich Joiner via production house Tool of North America directed all three spots, including “Charlotte,” in this campaign for agency McCann New York.
Credits
Client Microsoft Agency McCann New York, Sean Bryan, co-chief creative officer, North America; Shayne Millington, co-chief creative officer; Christina Reina, Pete Johnson, EVPs, global executive creative directors; Nic Howell, Geoff Bentz, SVPs, group creative directors; Brad Soulas, Kristine Salm, VPs, creative directors; Nick Ciomperlik, Will Roches, Justin Horowitz, creative directors; Tim Min, associate creative director; Mook Phoungbut, associate design director; Gonzalo Hergueta, design lead; Doug Kohi, sr. designer; Eugene Gao, Adam Rotstein, sr. copywriters; Avery Young, sr. art director; Mikey Bready, Robert Arthur, art directors; Jack McNamara, Craig Ferguson, copywriters; Robert Casella, jr. art director; Campbell George, jr. copywriter; Chocho Han, designer; Malik Dupress, jr. designer; David Cliff, director of creative technology; Alicia Foor, creative technologist; Aaron Kovan, EVP, chief production officer; Stacy Flaum, SVP, executive integrated producer; MJ Soler, sr. producer; Christine Clavio, producer; Ana Goldoni, jr. producer; Patty Visconti, VP, sr. interactive producer; Kelly Ramsey, sr. art producer; Eric David Johnson (aka DJ Bunny Ears), SVP, executive music producer; Colleen Dahlstrom, music producer; Madison Rowe, jr. music producer; Erica Yahr, chief strategy officer; Amadeo Plaza, VP, strategy director; Kyla Jackson, associates strategist. Production Company Tool of North America Erich Joiner, director; Rob Sexton, exec producer; Amy DeLossa, head of production; Kelly Christensen, line producer. Casting DS Casting Danya Solomon, casting director; Christian Aeschliman, interviewer. Editorial NO6 Corina Dennison, exec producer; Charina Espino, sr. producer; Chris Van Dyke, Dan Aronin, sr. editors; Nick Schneider, editor; April Etmanski, Grace Yang, Britt Bernstein, assistant editors; Mark Reyes, finishing producer; John Shea, Ed Skupeen, Jami Ross, Flame artists; David Gerber, graphic artist. Postproduction The Mill Angela Lupp, exec producer; Sina Takerkhani, creative director; Yvonne Apollonio, producer; Roger Hom, designer; Fede Reano, designer, 3D lighter; David Manzo, 3D/2D animator/compositor; Karim Moussa, 3D modeler/texturer; Tod Mesher, compositor/Flame; Dylan Nett, Nuke artist; James Tillett, Kris Smale, colorists; Meghan Lang Bice, color EP; Gabe Wakeman, Kay Carpenter, Alexandria Adams, color producers. Audio Post Sonic Union Mike Marinelli, mixer; Justine Cortale, studio director. Color Company 3 Tim Masick, colorist; Kevin Brehany, sr. producer. Music JSM Joel Simon, CCO/CEO/composer; Nathan Kil, composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, Sharon Cha, sr. producers.
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.
