The International Olympic Committee (IOC) rolled out this two minute short film titled What Agnes Saw. The film is narrated by Danai Gurira (Black Panther) and will be played during the Tokyo opening ceremonies on 7/23 and is part of the IOC’s “Stronger Together” campaign. What Agnes Saw was co-directed by Travon Free and Martin Desmond Roe, a duo that just won a Best Live Action Short Oscar for co-directing Two Distant Strangers. This is their first project since their big Oscar win, and Free’s first brand spot.
What Agnes Saw features 100-year-old Olympic legend Agnes Keleti and Olympic newcomer Sky Brown, connecting wisdom and experience with the future. The campaign celebrates the strength, resilience, and determination of athletes to bring hope, unity and inspiration to people around the world. Production company on the two-minute film was Dirty Robber.
Credits
Client International Olympic Committee Greg Groggel, executive producer, Olympic Originals; Mary Byrne, editor in chief, Olympic Channel; Christopher Carroll, director of marketing & digital engagement; Lars Silberbauer, global head of brand, marketing & digital; Matt McKie, head of global Olympics marketing; Catherine Green, sr. manager, Olympic marketing campaigns. Production Dirty Robber Martin Desmond Roe, Travon Free, creative directors/directors; Jasper Thomlinson, Chris Uettwiller, exec producers; Katie White, producer, L.A.; Anna Szijarto (Kinomoto), producer, Hungary; Chris Westerlund, DP (U.S.); Maytas Erdely, DP (Hungary). Postproduction Jamie Baker, Omri Kruvi, post producers. Music Score a Score Dan Rosen, composer.
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.
