My Friend, Max Hate

Pro Bono Digital Advertising - Series

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

My Friend Max Hate explores how toxic influencers target boys at their most vulnerable. The narrative was shaped by real stories—young men recounting how they fell into misogynistic rabbit holes online. While the PSA was aimed at parents, our social content was written to speak directly to boys, mirroring the formats and tone of the content they already consume. Each script pulled back the curtain on how hateful influencers exploit boys' insecurities for profit.