Mirada Studios produced this spot which brings paper pages to life from the Kindle screen, taking on different forms while showcasing the improvements offered by the new Kindle Voyage.
Agency is WONGDOODY.
Credits
Client Amazon Kindle Agency WONGDOODY Matt McCain, creative director; Mishy Cass, art director; Jennie Moore, copywriter; Nikki Castillo, Dax Estorninos, sr. producers. Production Mirada Studios John Fragomeni, president; Patrick Nugent, exec producer; Chris Riehl, creative director; Julian Sarmiento, CG supervisor; Sascha Flick, head of production; Michelle Machado, Andrin Mele-Shadwick, producers; Kate DeCrosta, production coordinators; Mike Merkwan, Michael Vargas, DJ Cosgrove, editors; Jan Cillers, sr. Flame compositor; Max Forward, storyboard; Luke Belderes, Clara Moon, Jing Zheng, An Nguyen, Izik Roitman, Su Jung, James Levy, Gus Mendez, designers; Steve McLafferty, Graham Herbster, tracking; Kyung Park, David Hyatt, Tim Hoffman, Brandon Lester, lighters; Brandon Thomas, lighting/look development; Giancarlo Lari, Eric Pender, 3D generalists; Steven Browning, Tadao Matsuyama, Diego Meigar, modelers; Emmanuel Druckmann, rigging lead; Hector Escudero, rigger; Jeremy Buffer, Derrick Session, riggers/animators; Joseph Andrade, Nicole Herr, Cristina Lee, Brandon Thomas, animators; Rachael Campbell, FX animator; Andrew Ashton, Josh Galbincea, Mark Robben, compositors; John Polyson, conform.
ScreenWork Categories:Commercial
Video Tags:Mirada StudiosWONGDOODY
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
MySHOOT Profiles
Add A Comment