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Maximum Effort

Maximum Effort is an American film production company and digital marketing agency founded in 2018 by Canadian actor Ryan Reynolds and George Dewey, a former executive at 20th Century Fox. The company, named after Reynolds' catchphrase from the 2016 film Deadpool, focuses on creating movies, television series, advertisements, and other content, often emphasizing quick-turnaround, humorous "fastvertising" campaigns that blend entertainment with promotional marketing. In 2021, Maximum Effort's marketing division was acquired by the connected TV advertising platform MNTN, integrating its creative capabilities with MNTN's technology to enable rapid ad production and deployment, such as campaigns achieving billions of views in days. Under Reynolds' leadership as and Dewey's as Chief Brand Officer at MNTN, with MNTN going public in May 2025 at a $1.2 billion valuation, the firm has co-produced feature films like (2021) and (2024), while also handling viral content for clients, including a 2025 video featuring that garnered over 36 million views on X (formerly ). Maximum Effort has distinguished itself through Reynolds' strategy of taking equity stakes in diverse small businesses and promoting them via its content machine, leading to lucrative exits and substantial growth. Notable investments include Aviation Gin, acquired by for $610 million in 2020; Mint Mobile, sold to for $1.35 billion in 2023; and the Welsh football club , co-owned with , which saw revenues of £26.7 million in 2024 and earned three league promotions, alongside the Emmy-winning docuseries . Overall, companies associated with Maximum Effort have generated over $14 billion in value through sales and valuations, as reported by , positioning it as a model for celebrity-driven in and .

Overview

Founding

Maximum Effort was founded in 2018 by Canadian and in , . The company was incorporated as Maximum Effort Productions, Inc., operating as a company and agency. Its initial focus stemmed from Reynolds' hands-on approach to promoting the films, where he had previously collaborated with Dewey on innovative marketing strategies during Reynolds' time at Fox. Reynolds served as the primary creative force, leveraging his experience in content creation, while Dewey managed day-to-day operations, drawing on his background in digital theatrical marketing. The company established its early office in a cozy, collaborative space in , assembling a small initial team of creative and digital experts to emphasize agility and minimal bureaucracy.

Core Activities

Maximum Effort operates as a multifaceted creative entity, primarily engaged in film and television production, , and the development of . The company produces feature films, series, and short-form media, while simultaneously offering marketing services that include viral ad campaigns and strategies for clients across industries. This dual focus allows Maximum Effort to create integrated content that serves both and promotional purposes, such as developing in-house advertisements to support its own productions. Central to the company's is a commitment to driven by the "personal amusement" of Ryan , with public releases positioned as an occasional extension of this internal creative process. This philosophy underscores a playful, irreverent approach to and , prioritizing authenticity and humor over conventional commercial imperatives. Reynolds has emphasized that projects are initiated for enjoyment first, fostering an environment where risk-taking and innovation thrive without rigid adherence to traditional industry norms. The integration of into is a hallmark of Maximum Effort's , exemplified by the creation of promotional materials for its films and shows, which often blur the lines between content and . This seamless approach enables the company to leverage its creative talents across both domains, enhancing visibility for productions through self-generated campaigns that achieve widespread viral success. As of 2025, Maximum Effort maintains a lean team of over 50 employees, operating from its office in , with a planned studio in the area (), to support its North American-focused activities. Revenue is generated through a diversified model that combines production fees from development deals with studios, retainers and project-based fees from clients, and stakes in partner brands and investments. For instance, first-look agreements with major studios provide upfront funding for , while services—bolstered by the 2025 buyback of its division from MNTN and its merger with the operations—offer ongoing client engagements. Additionally, in portfolio companies, such as those promoted via Maximum Effort's campaigns, contributes to long-term financial growth by aligning creative output with ownership interests.

History

Inception and Early Development

Maximum Effort was founded in late 2018 by actor and , leveraging their prior collaboration on the innovative, low-budget marketing campaigns for the first two Deadpool films, which helped drive significant success for the franchise. The company, named after Reynolds' recurring catchphrase from the Deadpool series, was established as a hybrid agency and production banner, with Reynolds serving as and Dewey as co-founder. Initial funding stemmed primarily from Reynolds' personal investment, supplemented by a first-look development deal with 20th Century Fox that provided studio partnerships and resources for early projects. The agency's debut major project came in 2019 with the marketing campaign for Netflix's action thriller 6 Underground, starring Reynolds and directed by , where Maximum Effort created contextual ads and cross-promotional content, including a notable spot integrating for Reynolds' Aviation Gin brand. This effort marked Maximum Effort's entry into streaming-focused promotion, aligning with the growing dominance of platforms like amid the industry's shift away from traditional theatrical releases. In its formative phase through 2020, Maximum Effort operated as a operation, starting with a small core team including Reynolds, Dewey, and select creatives from prior Deadpool campaigns, emphasizing agile, viral digital content over large-scale hires. The onset of disruptions in 2020 prompted a strategic pivot toward expanded production capabilities, as traditional marketing pipelines stalled and the agency adapted to remote workflows and heightened demand for streaming content, launching initiatives like the self-funded Group Effort diversity program to support underrepresented talent in the evolving industry. As a nascent player, Maximum Effort encountered challenges in scaling its boutique model against the rapid industry transition to streaming, where theatrical marketing expertise from needed rapid reconfiguration for digital-first , all while navigating pandemic-related halts and constraints in a competitive landscape.

Expansion and Key Milestones

Following its early development phase, where Maximum Effort navigated initial challenges in balancing and ambitions, the company experienced rapid growth beginning in , transitioning from supporting roles to leading major initiatives across and . In , Maximum Effort assumed lead responsibilities for high-profile films including for and for , marking a pivotal shift toward spearheading development and . This expansion was bolstered by a three-year first-look development deal with , enabling the company to prioritize original content across various budget levels. By 2023, Maximum Effort pursued international expansion through a in the of a 1.2 million-square-foot production studio in , , leveraging regional tax incentives to facilitate larger-scale filming operations and attract global talent. This move positioned the company to capitalize on North American production hubs beyond the U.S., enhancing operational efficiency for ongoing and future projects. In 2024, Maximum Effort's involvement as a key producer on ' Deadpool & Wolverine significantly elevated its industry profile, integrating its expertise with major franchise partnerships and contributing to the film's global success. As of 2025, Maximum Effort has focused on consolidating its operations, including regaining full control of its division from MNTN in a merger that reunites its creative agency with the production arm, fostering greater autonomy and integrated storytelling capabilities. In March 2025, the company signed a with , further strengthening its ties with and expanding opportunities in television production. The company renewed its with through 2026, supporting development of new feature films and potential sequels or series under this framework. Key milestones include recognition as one of Fast Company's Most Innovative Companies in for 2025, highlighting its blended approach to production and innovation. This period has also seen broader international , exemplified by the Canadian studio venture and collaborations yielding enhanced revenue streams from diversified ventures.

Productions

Feature Films

Maximum Effort entered the feature film space with its co-production of Free Guy (2021), an action-comedy directed by Shawn Levy and starring Ryan Reynolds as a bank teller who discovers he is an NPC in a video game. The film was co-produced with 20th Century Studios and Berlanti Productions, with a reported budget of $125 million, and it grossed $331.5 million worldwide, marking a successful theatrical debut amid the ongoing COVID-19 pandemic. In 2022, Maximum Effort produced The Adam Project, a family-oriented sci-fi adventure also directed by Shawn Levy, featuring Reynolds as a time-traveling pilot who teams up with his younger self, played by Walker Scobell, alongside Jennifer Garner and Mark Ruffalo. Released as a Netflix original, the film amassed over 227 million hours viewed in its first 28 days, contributing to its status as one of the streamer's top-performing originals that year. That same year, the company released , a musical of ' directed by , with Reynolds portraying a modern-day counterpart opposite as a , and in a supporting role. Streamed exclusively on Apple TV+, the film received generally positive critical reception for its energetic performances, original songs by and , and holiday charm, earning a 70% approval rating on and nominations including the for Original Song. Maximum Effort's involvement expanded into the with (2024), co-produced with and , where Reynolds reprised his role as Deadpool alongside as in a multiverse-spanning action-comedy directed by . The film achieved unprecedented commercial success, grossing $1.338 billion worldwide against a $200 million , surpassing (2019) to become the highest-grossing R-rated film in history and integrating Maximum Effort's production style with Marvel's established framework. In 2025, Maximum Effort co-produced the documentary John Candy: I Like Me, directed by Colin Hanks, which explores the life, career, and legacy of the Canadian comedian John Candy, who died in 1994 at age 43. The film premiered at the Toronto International Film Festival and began streaming on Prime Video in October 2025, featuring archival footage and interviews to celebrate Candy's contributions to comedy. As of November 2025, Maximum Effort has several feature films in development, including the live-action adaptation of Eloise for Netflix, starring Reynolds and directed by Amy Sherman-Palladino; a remake of Thunderbolt and Lightfoot with Amazon MGM Studios, starring Reynolds; an untitled conspiracy thriller directed by Colin Trevorrow for Paramount Pictures; and Eight Perfect Murders, a thriller adaptation directed by Harry Bradbeer for New Regency. These projects reflect the company's ongoing commitment to genre-blending narratives often featuring Reynolds in lead roles.

Television and Short-Form Content

Maximum Effort has expanded into television production, most notably as a co-producer of the FX docuseries Welcome to Wrexham, which premiered in 2022 and chronicles actors Ryan Reynolds and Rob McElhenney's ownership of the Welsh football club Wrexham A.F.C.. The series, distributed on Hulu in the United States, follows the club's on-field struggles, community impact, and behind-the-scenes efforts to revitalize the historic team, blending sports documentary elements with personal narratives from the owners and players. Produced in collaboration with More Better Productions, 3 Arts Entertainment, and Boardwalk Pictures, Welcome to Wrexham emphasizes authentic storytelling and has aired multiple seasons as of 2025, capturing the club's promotions to EFL League Two in 2023, EFL League One in 2024, and the Championship in 2025. The series garnered critical acclaim, winning five Primetime Emmy Awards at the 2023 Creative Arts Emmys, including Outstanding Unstructured Reality Program, and an additional five Emmys in subsequent years for categories such as outstanding picture editing and sound mixing. In short-form content, Maximum Effort produced a series of promotional shorts featuring between 2018 and 2020, distributed primarily on platforms like and to build anticipation for and related projects. These behind-the-scenes-style videos, often starring as the character, included humorous skits such as "Deadpool Update" and "Deadpool & The ," which incorporated meta-commentary on and pop culture crossovers to engage fans interactively. The shorts exemplified Maximum Effort's approach to quick, low-budget digital content that leverages the character's irreverent tone for viral promotion, typically running under five minutes and amassing millions of views. Maximum Effort's involvement in other television projects includes marketing tie-ins for Marvel's (2023), a Disney+ miniseries, where the company contributed to promotional content aligning with its expertise in blending and storytelling. From 2021 to 2025, Maximum Effort has overseen short-form digital series on platforms like and , featuring in branded vignettes that integrate humor with product endorsements, such as Aviation Gin spots and tutorials presented in serialized, episodic formats. These series, often 15-60 seconds long, employ self-aware narration and rapid editing to create ongoing around consumer brands, contributing to Maximum Effort's growth during its 2021 expansion into broader content production. Across these formats, Maximum Effort's productions prioritize humor, meta-narratives, and agile production timelines, enabling seamless adaptation to streaming and demands while maintaining high engagement through Reynolds' charismatic delivery.

Marketing and

Digital Campaigns

Maximum Effort has established itself as a leader in through innovative, humor-driven campaigns that leverage for rapid viral spread. As a core activity of the company, these efforts emphasize quick-turnaround content that aligns with cultural moments, often featuring founder in self-deprecating roles. Following the 2021 acquisition of its division by MNTN, Maximum Effort integrated its creative capabilities with MNTN's connected platform, enabling even faster ad production and deployment. One of the company's earliest standout digital campaigns was for Aviation American Gin, launched in 2018 under Maximum Effort's creative direction. The 2019 "Peloton Wife" parody ad, titled "The Gift That Doesn't Give Back," featured actress Monica Ruiz—known from the controversial Peloton holiday spot—transitioning from fitness obsession to relaxed enjoyment of the gin, with Reynolds narrating a toast to newfound freedom. This viral video, produced entirely in three days, garnered millions of views across social platforms and highlighted Maximum Effort's knack for timely satire. The campaign's success contributed to Aviation Gin's growth, culminating in its acquisition by Diageo in August 2020 for up to $610 million. Subsequent Aviation efforts through 2025 maintained this witty tone, including a 2023 reunion ad with Reynolds and co-star Amy Smart from the film Just Friends, reinforcing the brand's playful digital presence. Similarly, Maximum Effort's promotions for from 2019 to 2023 transformed the budget telecom brand into a cultural phenomenon through humorous, Reynolds-starring spots distributed primarily on and . These ads poked fun at industry tropes, such as Reynolds interrupting a romantic dinner to pitch affordable plans or battling a "wireless wizard" in absurd scenarios, amassing tens of millions of views and boosting subscriber growth. The campaigns' low-budget, high-engagement approach—often scripted and shot in days—played a key role in elevating 's profile, directly contributing to its acquisition by in March 2023 for up to $1.35 billion, with Reynolds retaining a stake. Maximum Effort's digital tactics frequently incorporate social media stunts, meme-inspired humor, and interactive elements to maximize reach and engagement. For instance, the agency's work on Deadpool film launches utilized Reynolds' persona for meme-based content, including fourth-wall-breaking posts and user-generated challenges on platforms like Twitter and Instagram, generating over 490 million impressions and 87 million video views for Deadpool 2's social campaign alone. While specific AR filters have been integrated into broader interactive promotions, such as Snapchat lenses for brand tie-ins, the focus remains on cost-effective stunts that encourage shares, like real-time responses to trending events. These strategies prioritize organic virality over traditional ad spends, achieving metrics like 100 million+ impressions for key launches through meme formats and timely social posts. Independent campaigns have included high-profile ads from 2020 to 2025, emphasizing cost-effective, high-engagement content for diverse brands. Notable examples include the 2024 STōK Cold Brew spot, produced by Maximum Effort and featuring as the Wrexham AFC mascot alongside team players, which celebrated the club's energy with humor. In 2025, the agency produced STōK Cold Brew's commercial starring in a Wrexham-themed narrative, where he coached players on celebratory dances, focusing on the bold of cold brew and driving significant post-air buzz. These efforts underscore Maximum Effort's ability to deliver big-impact ads on tight timelines, often under $5 million budgets compared to industry averages exceeding $7 million per spot. By 2024-2025, Maximum Effort evolved its approach to incorporate -assisted personalization, particularly in campaigns. A 2023 ad featured Reynolds reading from a ChatGPT-generated script, satirizing 's role in while highlighting plan perks, which viewed over 10 million times. In 2025, the brand addressed an "actress" controversy by casting a real person named Tilly Norwood in a personalized, humorous spot that tailored messages to user data trends, enhancing engagement through algorithm-driven targeting on social platforms. This shift allows for scalable, customized content that adapts to viewer preferences in real-time, marking a progression from stunt-based virality to tech-enhanced relevance.

Brand Partnerships

Maximum Effort has established a distinctive partnership model centered on equity-for-services exchanges, where the agency provides creative marketing and production services in return for ownership stakes in client brands, fostering long-term alignments that drive mutual growth. This approach, pioneered by founder Ryan Reynolds, emphasizes high-impact collaborations over traditional fee-based arrangements, allowing Maximum Effort to share in the upside of successful ventures. The model has yielded strong returns, with select deals achieving return on investment ratios exceeding 5:1, as evidenced by revenue multiples in high-profile exits. A flagship example is the 2019 acquisition of a 25% equity stake in , a prepaid provider, which Reynolds secured through Maximum Effort's involvement. Following the investment in November 2019, the agency's campaigns, featuring Reynolds in humorous ads, propelled significant expansion; monthly active app users surged 254% from February 2019 to February 2021, while app downloads rose 34% in the year post-acquisition compared to the prior period. This growth contributed to 's $1.35 billion sale to in 2023, netting Reynolds approximately $300 million from his stake. Similarly, Maximum Effort played a pivotal role in prior to its 2020 divestiture. Reynolds acquired an ownership stake in the brand in 2018 via Brands, with the agency handling creative direction that amplified its market presence through witty, self-aware campaigns. The efforts culminated in Diageo's $610 million acquisition of Aviation Gin LLC and Brands in August 2020, marking a substantial return on the initial investment. Although full control details remain undisclosed, the partnership underscored Maximum Effort's ability to transform niche brands into mainstream successes. In 2019, Maximum Effort launched a dating app campaign for , blending humor with cultural relevance to boost visibility during a competitive landscape; while specific equity terms were not publicly detailed, the collaboration exemplified the agency's equity-aligned strategy. By 2025, Maximum Effort extended its portfolio into emerging tech, including equity stakes in AI-driven startups focused on tools, aligning with Reynolds' interest in innovative media technologies. In sports, the agency deepened ties with —co-owned by Reynolds—through extended marketing collaborations, such as producing the club's advertisements in 2024 and 2025 for STōK Cold Brew, which featured key players and amplified global fan engagement. These developments reinforced Maximum Effort's evolution toward tech-infused, equity-backed brand ecosystems.

Other Ventures

Beverage and Consumer Products

Maximum Effort, through Ryan Reynolds' ownership stake and creative direction, played a key role in elevating as a premium craft spirit following ' 2018 investment, which made him a co-owner of the brand previously acquired by Davos Brands in 2016. The core product, distilled with a proprietary blend of botanicals including , , , French lavender, seed, , and orange peels, was positioned as a smooth, balanced suitable for classic cocktails like the or . Under Reynolds' influence and Maximum Effort's branding efforts, the gin line expanded to include variants such as , introduced for its slightly sweeter profile with added cane sugar, enhancing versatility in mixing. Following Diageo's 2020 acquisition of the brand for up to $610 million, Maximum Effort continued collaborations on limited-edition releases, including themed bottles tied to Reynolds' projects. Notable examples include the 2024 collection, featuring six specialty 750ml bottles with character-inspired designs while maintaining the standard 42% ABV formula, aimed at collectors and film enthusiasts. Similarly, the x limited-edition pack, released in 2025 to commemorate the club's promotion, used the core in commemorative packaging to blend fandom with spirit consumption. In 2024, Maximum Effort supported tequila ventures through creative projects for Pantalones Organic Tequila, co-founded by actor , focusing on organic blanco and reposado expressions produced from 100% . This included series inspired by Reynolds' roles, such as simplified guides featuring Aviation Gin or Pantalones in Deadpool-themed mixes, distributed via brand channels to promote home bartending. Beyond beverages, Maximum Effort oversaw consumer product lines tied to Reynolds' entertainment properties, including apparel and accessories from 2022 to 2025. Wrexham AFC merchandise, launched post-Reynolds' 2020 club acquisition, encompassed official kits, tees, and accessories like commemorative medals and cubes, with proceeds partly supporting the club's foundation. Deadpool-branded items, produced in coordination with , featured "Maximum Effort" motifs on t-shirts, hoodies, and gym wear, emphasizing the character's humorous, high-energy persona through red-and-black designs available via licensed retailers. Aviation Gin's market performance underscored Maximum Effort's impact, with U.S. sales reaching approximately 107,000 nine-liter cases in , reflecting steady super-premium growth despite category challenges. The brand emphasized sustainable practices, including 100% recyclable packaging for its clear glass bottles and limited editions, aligning with eco-friendly initiatives in the spirits sector.

Studio Infrastructure

Maximum Effort maintains its primary operations from a headquarters in , , featuring a modern office space designed to foster and . The facility, located in Santa Monica, embodies a cozy, residential-inspired aesthetic with elements like warm lighting, plush seating areas, and open layouts that avoid traditional cubicles, promoting a relaxed yet productive environment. In 2023, the company expanded its production capabilities with the announcement of a major studio facility in , near . This 1.2 million-square-foot integrated hub, developed in partnership with real estate firm Watford Group as part of a $1.5 billion private-equity initiative, is positioned to become Canada's largest center. The project leverages Ontario's favorable tax incentives for media , enabling support for , scripted and unscripted , series, and live events. Construction began shortly after the February 2023 reveal, with the facility, as of 2025 under development, enhancing Maximum Effort's ability to handle large-scale projects closer to Canadian talent pools and resources. These infrastructure investments underscore Maximum Effort's strategic growth, allowing for expanded in-house production and marketing operations across . By 2025, the combined facilities support a diverse of , from feature films to campaigns, while capitalizing on regional economic benefits.

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