“Make History,” a cinematic commercial created by creative agency Mistress in collaboration with Ubisoft and Digital Domain, promotes the upcoming release of the much anticipated game Assassin’s Creed Unity.
The French Revolution is the setting of the game which follows the master assassin Arno Victor Dorian on a deadly path of redemption during the brutal French Revolution. “Make History” seamlessly integrates the Assassin’s Creed Unity backdrop around Notre Dame and the Paris skyline with original scenes, live-action characters, and CG doubles. The spot features a new Assassin’s Creed campaign tagline “Make History.”
Credits
Client Ubisoft/Assassin’s Creed Unity Agency Mistress Scott Harris, partner/creative director; Ben Beale, Rory Forrest, associate creative directors; Kay Lynn Dutcher, sr. producer; Jeremiah Murlless, grand director. Production Mothership Media, Inc. Neil Huxley, director; Rich Flier, president; Scott Gemmell, exec producer; Justin Si Diener, line producer. Digital Domain Rich Flier, president; Scott Gemmell, exec producer; Janelle Croshaw, VFX supervisor; Carla Attansio, VFX sr. producer; William “Lee” Carlton, CG supervisor; Steve Preeg, animation director; Jonathan Green, matte painter; Brian Creasey, Gideon Vandegrift, David Liu, Daisuke Nagae, digital artists; Benjamin Cinelli, animation lead; Ross Emery, cinematographer. Music Robot Repair Audio 740 Sound Design Rommel Molina, sound designer/final mixer
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.
