How does it feel to have a 25-foot Titan at your beck and call? Pretty amazing. In fact, every aspect of life is better with a Titan. In support of the launch of gaming blockbuster Titanfall, EA and Respawn Entertainment–along with its agency Heat–set out to capture the ear-to-ear grinning invincibility you feel when you first climb into your very own Titan and start dominating the world. The “Shadow” spot brings to life the theme of the overall Titanfall campaign, “Life is Better with a Titan” as we see two guys, each shadowed by his own massive Titan, strolling through the city where they all inevitably meet.
Credits
Client Electronic Arts (Titanfall video game) Agency Heat Warren Cockrel, creative director/copywriter; Anna Rowland, creative director/art director; Jake Grand. content producer; Aaron Salis, strategist. Production Hungry Man Wayne McClammy, director; Mino Jarjoura, exec producer; Nate Young, producer; Eigil Bryld, Darran Tiernan, DPs. Editorial Final Cut Eric Zumbrunnen, editor; Scott Butzer, assistant editor; Saima Awan, exec producer; Suzy Ramirez, post producer. Visual Effects The Mill LA Phil Crowe, Jon Leonti, creative directors; John Shirley, lead compositor; Adam Scott, colorist; Sue Troyan, exec producer; Anastasia Von Rahl, post producer. Music Beacon Street Studios Track–”Me and My Shadow” (Jolson/Rose/Dreyer). Andrew Feltenstein, John Nau, arrangers; Leslie DiLullo, exec producer. Sound Design Mit Out Sound Ren Klyce, sound designer. Respawn Erik Kraber, sound designer. Audio Post Lime Studios. Rohan Young, engineer.
Screenwork Type:Top Spot
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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