Working with director Koby Adom, Ogilvy UK launched "Say Maaate to a mate”. The fully integrated campaign combines creativity and behavioural science and collaborations with comedians, social media influencers, and activists, and comes to life in posters, billboards, GIFs, and partnerships...ultimately culminating in a seamless interactive film that holds 270 possible narratives, depending on when you choose to say "Maaate" to your mates. The interactive film is a tool for men and boys to help determine when, where and how to call out inappropriate language.

Koby Adom is a Ghanaian-British director, writer, and executive producer. Best known for his work on Top Boy and Noughts + Crosses, Koby has worked extensively across TV and film. In 2019, Koby founded London-based DBK Studios to make film and TV content for untold stories, especially for black and diverse narratives. The studio has since partnered with Sky Studios for a series of short films aimed at developing the representation of the Black community, empowering up and coming creatives to tell their stories from an authentic perspective. The five-part series of standalone short films shared a common theme of hard-hitting yet relatable stories. They aired on Sky Arts and are currently streaming on Now TV. After graduating with a master’s degree from the London Film School in 2017, Koby wrote and directed his breakthrough short film, Haircut. Haircut screened at the London Film Festival and was viewed over 900,000 times online, earning Koby a spot on the 2018 Screen Daily Stars of Tomorrow list and the Broadcast Hotshot list for 2019. By November 2018, Koby was in Cape Town preparing to shoot three episodes of BBC One drama Noughts + Crosses at the age of 28. Koby is set to shoot his debut feature film ‘Jimmy’s Clipz’ based on his breakthrough short Haircut as well as writing, directing, and executive producing all six episodes of an original horror thriller series ‘House Girls’ commissioned for Sky Atlantic set in Accra, Ghana.