What opens as a pleasant, fairly mundane slice of family life takes an R-rated turn, facilitated by the speed, power and stylized design of the 2015 Type-R Honda Civic. Directed by Kirby McClure of Radical Friend via production house Kream for agency Karmarama, the teaser trailer transitions to an apocalyptic city featuring demon-eyed wolves, samurais and super humans.
VFX supervisor Leo Weston of Rushes, London, oversaw assorted effects for the film, including neon lit set extensions of futuristic cityscapes, falling rain effects, exploding speed cameras, beauty work on female androids, plus adding their black android eyes, glowing wolf eyes, and bringing in the exploding CG crystal.
The rotating black crystal was sculpted in ZBrush and shattered into hundreds of fragments using Houdini’s procedural modelling capabilities. Although the crystal explosion was initially driven using a particle system, the need for creative control meant that the majority of the pieces ended up being hand animated.
Credits
Client Honda Agency Karmarama Jenny O’Connell, producer; Rachel Holding, Daniel Leppänen, creatives; Emily Samways, business director; David Killick, planning director. Production Kream Kirby McClure of Radical Friend, director; Eddie Marshall, exec producer; Jon Harvey, creative partner; Mikey Levelle, producer; Matt Fox, DP. Editorial Speade, London. Ellie Johnson, editor. VFX Rushes Kristy May Currie, exec prducer; Simon Sanderson, producer; Simone Grattarola, colorist; Leo Weston (supervisor), Matt Jackson, James Dooley, Mark Ford, VFX; Andy Nicholas, Craig Travis, David Drese, Nimesh Patel, Mark Woodcock, Andrea Scibetta, CG; Matt Lawrence, Guy Hancock, Barry Corcoran, Fraser Macedo, MGFX; Noel Harmes, Sarah Breakwell, Nuke.
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.
