My Friend, Max Hate

PSA/Charity Video - 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

Winning Entry: youtu.be/SQHztQBinvA?si=Qmp3ctgAnNXvHvMC

"My Friend, Max Hate" shines a light on the threat toxic manosphere personalities pose to young boys. The campaign was anchored by a short film designed to educate parents and raise awareness among boys about the danger these influencers present. Using a puppet as a metaphor for manipulation, the film tells the story of a young boy increasingly falling under their sway, showing just how urgent and insidious this issue has become.