My Friend, Max Hate

Branded/Sponsored Content - Single

2025

Bensimon Byrne / Narrative XPR, Toronto, ON
e: letschat@bensimonbyrne.com
w: bensimonbyrne.com

Chief Creative Officer: Joseph Bonnici Executive Creative Director: Debbie Chan Creative Director: David Mueller Associate Creative Director: Ana Segurajauregui Sanchez Art Director: Zoë Gray Writer: Nate Houseley Agency Producer: Michelle Pilling Senior Strategist: Pat Martini Program Director: Oliver Glover Account Director: Cole Douglas Senior Account Manager: Samantha Sartor Account Manager: Kanishka Punjabi, Aaron Short Executive Producer: Amanda Morrison Director: Angie Bird Director of Photography: Mat Barkley Line Producer: Kailey Shanque Offline Producer: Sam McLaren Offline Editor: Michelle Czuker Offline Assistant Editor: Matt Blakely Online Producer: Andrew Tavares Online Editor: Saba Zahir, David Whiteson Colourist: Eric Whipp Shoot/Edit (Social): Marco Libretti Audio Producer: Julia Vasiliev Audio Director: Jared Kuemper Engineer: Jared Kuemper, Marcel Hidalgo, Tyler Young Client: White Ribbon

Toxic influencers are shaping boys' views through TikTok, YouTube, and Instagram, so we launched Max Hate into those same spaces. By creating a TikTok account and embedding him directly into boys' feeds, we disrupted the manosphere's tactics and exposed their playbook in real time. This wasn't just a film adapted for social—it was a campaign built to behave like the content boys already consume, using the same platforms and formats to break through where it matters most.