Spike Lee directed via Pony Show Entertainment this spot which takes us to a favorite hangout for elite point guards where we find Magic Johnson watching Chris Paul’s unbelievable moves on TV. Paul literally disappears and reappears on the court, befuddling defenders during a game. Agency is Goodby, Silverstein & Partners, San Francisco.
Credits
Agency: Goodby, Silverstein & Partners Jeff Goodby, executive creative director; Nick Klinkert, Adam Reeves, Marty Senn, creative directors; Justin Pedone, copywriter; Dustin Blouse, art director; Benton Roman, producer; Tod Puckett, executive producer; Cindy Fluitt, director of broadcast production. Production Company: Pony Show Entertainment Spike Lee, director; Jeffrey Frankel, Susan Kirson, exec producers; Fern Martin, line producer; Jess Hall, DP; Sarah Frank, production designer. Editorial: Final Cut Stephen Berger, editor; Kendra Juul, Chris Amos, assistant editors; Suzy Ramirez, sr. producer; Saima Awan, exec producer. Visual Effects: MPC (The Moving Picture Company) Jake Montgomery, VFX supervisor/2D lead; John Cherniack, 3D lead; Asher Edwards, exec producer; Juliet Tierney, producer; David Hernandez, Lisa Ryan, Katarina Arroyo, 2D team; William Schilthuis, Nikki Mull, Ian Wilson, 3D artists; Mark Gethin, colorist. Sound Design: Stimmung Gus Koven, sound designer A
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
MySHOOT Profiles
Add A Comment