My Friend, Max Hate

Copywriting for Video or Sound - Single

2025

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

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.

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