My Friend, Max Hate
White Ribbon
To confront the rise of misogynistic influencers radicalizing young men online, we created Max Hate, a disturbing puppet influencer who mirrored the tone and tactics of the manosphere. By launching Max as a real TikTok personality, the campaign infiltrated the same digital spaces spreading hate, exposing how vulnerable boys are manipulated under the guise of “self-improvement.” The work sparked national conversation, drove over 3 million organic views, and is now being used in schools across Canada to teach media literacy and healthy masculinity.
Case Study
Hero
Digital Out-of-Home
