My Friend, Max Hate

Social - 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" shines a light on the threat toxic manosphere personalities pose to young boys. The campaign was built on an integrated content strategy designed to educate parents about this threat, and to make young boys aware of the danger of they pose. Anchored by our hero film, we spread the word through multi-channel messaging, earned media, and donated paid media, all with the goal of bringing attention to this urgent issue facing young men today.