In 2008, amid a successful snowmobiling career, Mike Schultz was involved in a crash that led to the amputation of his left leg below the knee. A standard prosthetic leg helped Schultz get back on his feet, but it wasn’t built for the action sports he loved. So Schultz designed and built his own prosthetic leg from scratch, not only getting himself back into competition but also eventually transforming the high-tech idea into a successful business. Today Schultz is a U.S. Paralympic Gold Medalist, and more than 20 Paralympians have used Schultz’s prosthetics to compete in the Paralympic Games.
Goodby Silverstein & Partners teamed with director M. Blash of The Directors Bureau to tell Schultz’s story in this spot, "Ready for Anything," which will launch during the Winter Olympic Games. It’s a tale of perseverance and resilience that appeals to business owners and viewers of the Olympics and Paralympics alike.
Jim Elliott, executive creative director of Goodby Silverstein & Partners, said, “Every athlete has a story. But not all of them have one like this–an inventor and entrepreneur, running his own business while competing in the games against people using his own products. Mike’s tenacity and mindset are exactly what Comcast Business stands for. It’s an honor for us to share his story with the world.”
Credits
Client Comcast Business Agency Goodby Silverstein & Partners Jim Elliott, executive creative director; Tristan Graham, Felipe Lima, creative directors; Jennifer Fisher, art director; Anthony Pagaza, copywriter; John Thorpe, director of brand strategy; Katie Coane, group brand strategy director; Shaza Elsheshtawy, sr. brand strategist; Jane Warren, deputy director of research strategy; Nick Reggars, group content stratgy director; James Horner, executive producer; Cindy Epps, DP Odishoo, producers. Production The Directors Bureau M. Blash, director; Karina Silva, DP; Sloane Skala, Jenni Sprunger, exec producers; Stephanie Bruni, producer. Editorial Rock Paper Scissors Haines Hall, editor; Jack Kanner, assistant editor; Kevin Gottlieb, producer; Shada Shariatzadeh, exec producer. Color Primary Gregory Reese, colorist; Jenny Bright, color producer; Thatcher Peterson, exec producer. Design Studio Elastic Duncan Elms, creative director; Jean Hwang, designer; Jordan Booker, Steven Do, Brian Hayes, Cindy SooHoo, Eugene Hyun, animators; Gabriel Caste, graphics editor; Kevin Daly, producer; Hannah Rowswell, production coordinator; Luke Colson, exec producer. VFX a52 Dan Ellis, lead Flame artist; Adam Flynn, Michael Vaglienty, Rod Basham, Sam Kolber, Chris Riley, Flame artists; Everett Cross, producer; Patrick Nugent, Kim Christensen, exec producers. Sound Lime Studios Joel Waters, sound designer/mixer; Collin Thomas, assistant mixer; Susie Boyajan, exec producer. Music “Dusk” by Carly Comando
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.
