My Friend, Max Hate

Client: White Ribbon

My Friend Max Hate tackles the growing wave of online misogyny targeting young boys, revealing how toxic influencers exploit vulnerability to spread hate and normalize gender-based violence. By subverting the tactics used in the manosphere—online communities of radicalized men—the campaign empowers boys and families to question and resist harmful messages disguised as self-improvement or “truth.”

It goes beyond rejecting stereotypes, actively dismantling the systems that sustain them in digital culture. By exposing how misogyny is marketed to boys as power and belonging, the work challenges gender inequality at its roots. Through bold, provocative storytelling, My Friend Max Hate doesn’t lecture—it disrupts. It turns manipulation into education, sparking essential conversations among boys, parents, and educators about empathy, media literacy, and the real cost of online hate.