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Maximum Effort Productions, Inc. is an American film production company and digital
marketing agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...
founded by Canadian actor
Ryan Reynolds Ryan Rodney Reynolds (born October 23, 1976) is a Canadian and American actor, producer and businessman. Known for starring in comedic and superhero films, he was the List of highest-paid film actors, world's second-highest-paid actor in 202 ...
alongside George Dewey in 2018. The company's name is a reference to a catchphrase from Reynolds' 2016 film ''
Deadpool Deadpool is a character appearing in American comic books published by Marvel Comics. Created by Fabian Nicieza and Rob Liefeld, the character first appeared in ''New Mutants'' #98 (December 1990). In his comic book appearances, Deadpool is ...
''.


History

Reynolds and Dewey launched Maximum Effort in 2018, after having collaborated on the marketing campaign for the first two ''Deadpool'' films. They worked on a series of successful low-budget ads to promote the 2016 film and its 2018 sequel, which at the time were the highest-grossing R-rated films ever. Dewey, formerly senior vice president of
digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...
at
20th Century Fox 20th Century Studios, Inc., formerly 20th Century Fox, is an American film studio, film production and Film distributor, distribution company owned by the Walt Disney Studios (division), Walt Disney Studios, the film studios division of the ...
and president of digital marketing at
Annapurna Pictures Annapurna Pictures is an American independent media company founded by Megan Ellison on April 2, 2011, and based in Los Angeles, California. It is active in film, television theatrical production and video game publishing. History Annapurna P ...
, was named president of the company, and Reynolds is creative director. Maximum Effort's marketing arm was acquired by advertising software company in June 2021, with Maximum Effort Marketing keeping its name while operating as an agency within MNTN. Reynolds was named MNTN's chief creative officer, and Dewey MNTN's chief brand officer. MNTN was founded in 2009 as Steelhouse, rebranding itself in 2021. In September 2024,
Bloomberg News Bloomberg News (originally Bloomberg Business News) is an international news agency headquartered in New York City and a division of Bloomberg L.P. Content produced by Bloomberg News is disseminated through Bloomberg Terminals, Bloomberg T ...
reported that MNTN was planning to go public in 2025, with
Morgan Stanley Morgan Stanley is an American multinational investment bank and financial services company headquartered at 1585 Broadway in Midtown Manhattan, New York City. With offices in 42 countries and more than 80,000 employees, the firm's clients in ...
to organize its
initial public offering An initial public offering (IPO) or stock launch is a public offering in which shares of a company are sold to institutional investors and usually also to retail (individual) investors. An IPO is typically underwritten by one or more investm ...
; however, in MNTN's IPO filing (i.e. Form S-1) with the Securities and Exchange Commission, which was filed February 28, 2025, MNTN disclosed that it has agreed to divest "its interest in Maximum Effort to an affiliate of its original owner" and in connection with the transaction, MNTN provided a line of credit of up to $5.0 million, which was drawn upon. The sale closed on April 1, 2025. The filing also notes that MNTN will enter into a creative services agreement with Maximum Effort; however, as of May 14, 2025, no agreement has been reached.


Film and television production

Maximum Effort was one of the production companies on the 2018 film ''
Deadpool 2 ''Deadpool 2'' is a 2018 American superhero film based on the Marvel Comics character Deadpool. It is the sequel to ''Deadpool (film), Deadpool'' (2016) and the eleventh installment in the X-Men (film series), ''X-Men'' film series. The film wa ...
'', directed by
David Leitch David Leitch (; born November 16, 1975) is an American filmmaker, stunt performer, stunt coordinator, and actor. He made his directorial debut on the action film ''John Wick'' (2014) with Chad Stahelski, though only Stahelski was credited. He la ...
and starring Reynolds and
Josh Brolin Josh James Brolin (; born February 12, 1968) is an American actor. A son of actor James Brolin, he gained fame in his youth for his role in the adventure film ''The Goonies'' (1985). After years of decline, Brolin had a resurgence with his starr ...
, on 2021's ''
Free Guy ''Free Guy'' is a 2021 American action comedy film directed and produced by Shawn Levy from a screenplay by Matt Lieberman and Zak Penn, and a story by Lieberman. The film stars Ryan Reynolds, Jodie Comer, Lil Rel Howery, Utkarsh Ambudk ...
'', directed by
Shawn Levy Shawn Adam Levy (; born July 23, 1968) is a Canadian and American filmmaker and actor. He is the founder of 21 Laps Entertainment. His work has spanned numerous genres, and his films as a director have grossed a collective $3.5 billion worldwid ...
and starring Reynolds and
Jodie Comer Jodie Marie Comer ( ; born 11 March 1993) is an English actress of screen and stage. She began her career in an episode of '' The Royal Today'' in 2008. Comer gained recognition for appearing in the series ''My Mad Fat Diary'' (2013–2015) an ...
, on 2022's ''
The Adam Project ''The Adam Project'' is a 2022 American science-fiction action comedy film directed by Shawn Levy and written by Jonathan Tropper, T. S. Nowlin, Jennifer Flackett, and Mark Levin. The movie stars Ryan Reynolds, Walker Scobell in his film deb ...
'', directed by Levy and starring Reynolds,
Mark Ruffalo Mark Alan Ruffalo (; born November 22, 1967) is an American actor. He began acting in the late 1980s and first gained recognition for his work in Kenneth Lonergan's play ''This Is Our Youth'' (1996) and drama film ''You Can Count on Me'' (2000) ...
,
Jennifer Garner Jennifer Anne Garner (born April 17, 1972) is an American actress. Born in Houston, Texas and raised in Charleston, West Virginia, Garner studied theater at Denison University and began acting as an understudy for the Roundabout Theatre Company ...
and Walker Scobell, and on 2024's ''
Deadpool & Wolverine ''Deadpool & Wolverine'' is a 2024 American superhero film based on Marvel Comics featuring the characters Deadpool and Wolverine (character), Wolverine. Produced by Marvel Studios, Maximum Effort, and 21 Laps Entertainment, and distributed ...
'', directed by Levy and starring Reynolds,
Hugh Jackman Hugh Michael Jackman (born 12 October 1968) is an Australian and British actor, singer, and producer. Beginning in theatre and television, Jackman landed his breakthrough role as Wolverine in the ''X-Men'' film franchise and the Marvel Cinem ...
,
Morena Baccarin Morena Silva de Vaz Setta Baccarin (; born June 2, 1979) is an American actress. She is known for portraying Adria in season 10 of the TV series ''Stargate SG-1'', Inara Serra in the sci-fi television series ''Firefly (TV series), Firefly'' (20 ...
,
Brianna Hildebrand Brianna Hildebrand (born ) is an American actress. She is best known for appearing as Negasonic Teenage Warhead in the films '' Deadpool'' (2016), ''Deadpool 2'' (2018), and '' Deadpool & Wolverine'' (2024). She is also known for appearing in t ...
and Garner. Maximum Effort Productions projects include the musical '' Spirited'', directed by
Sean Anders Sean Anders (born June 19, 1969) is an American film director and screenwriter. Career He co-wrote and directed the 2005 film ''Never Been Thawed'', the 2008 film ''Sex Drive (film), Sex Drive'', the 2014 film ''Horrible Bosses 2'', the 2015 f ...
and starring Reynolds and
Will Ferrell John William Ferrell (; born July 16, 1967) is an American actor, comedian, writer, and producer. He is known for his leading man roles in comedy films and for his work as a television producer. Ferrell received various accolades, including ...
. The company also produces the FX docuseries ''
Welcome to Wrexham ''Welcome to Wrexham'' is an American sports documentary television series that premiered on August 24, 2022, on FX. The series documents the events of Welsh association football club Wrexham A.F.C. after its purchase by new owners, Ryan Reynol ...
''. In May 2021, Maximum Effort Productions closed a three-year first-look development deal with
Paramount Pictures Paramount Pictures Corporation, commonly known as Paramount Pictures or simply Paramount, is an American film production company, production and Distribution (marketing), distribution company and the flagship namesake subsidiary of Paramount ...
for all their feature films. In August 2022, it was announced Maximum Effort would launch a free ad-supported streaming TV channel, which launched in June 2023 on
FuboTV FuboTV, Inc., formerly known as the FaceBank Group, and its subsidiary FuboTV Media, Inc., which operates as FuboTV or Fubo, comprise an American over-the-top sports streaming television service that serves customers in Canada, Spain, and the US ...
and other platforms. The first original program on the channel was entitled ''Bedtime Stories with Ryan'' and premiered June 20, 2023. In June 2023, it was announced that Maximum Effort had made a deal with
Welsh language Welsh ( or ) is a Celtic languages, Celtic language of the Brittonic languages, Brittonic subgroup that is native to the Welsh people. Welsh is spoken natively in Wales by about 18% of the population, by some in England, and in (the Welsh c ...
channel
S4C S4C (, ''Sianel Pedwar Cymru'', meaning ''Channel Four Wales'') is a Welsh language free-to-air public broadcast television channel. Launched on 1 November 1982, it was the first television channel to be aimed specifically at a Welsh-speakin ...
to show six hours of Welsh language programming per week which Reynolds has referred to as "Welsh Wednesdays". The channel shut down in January 2025. In February 2023, Maximum Effort announced the development of a 1.2 million-square-foot studio to be built in Markham, Ontario, Canada, just outside of Toronto. In March 2025, the company signed a first-look deal with
20th Television 20th Television, Inc. (formerly known as TCF Television Productions, Inc., 20th Century-Fox Television and 20th Century Fox Television) is the television studio arm of 20th Century Studios, owned by Disney Television Studios, a division of the Di ...
.


Marketing

Maximum Effort Marketing has created ads for Reynolds' brands Aviation Gin and Mint Mobile, films such as ''Deadpool 2'' and ''Free Guy'', and for
Match.com Match.com is an online dating service with headquarters are in Dallas, Texas. The company has offices in Dallas, West Hollywood, San Francisco, Tokyo, Rio de Janeiro, and Beijing. Match.com is owned by Match Group, which owns several online d ...
, R.M. Williams, and the
NAACP Legal Defense Fund The NAACP Legal Defense and Educational Fund, Inc. (NAACP LDF, the Legal Defense Fund, or LDF) is an American civil rights organization and law firm based in New York City. LDF is wholly independent and separate from the NAACP. Although LDF ca ...
. One of the Aviation Gin spots went viral, as a spoof on a
Peloton In a road Cycle sport, bicycle race, the peloton (, originally meaning ) is the main group or pack of riders. Riders in a group save energy by riding close (drafting (racing), drafting or slipstreaming) to (particularly behind) other riders. The ...
holiday commercial that had received significant backlash, with both ads starring the same actress, Monica Ruiz. A spot for Mint Mobile featured
Rick Moranis Frederick Allan Moranis (; born April 18, 1953) is a Canadian actor, comedian, musician, producer, songwriter and writer. Moranis appeared in the sketch comedy series '' Second City Television'' (''SCTV'') in the 1980s and starred afterward in s ...
, in a rare public appearance for the actor, and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and
Hugh Jackman Hugh Michael Jackman (born 12 October 1968) is an Australian and British actor, singer, and producer. Beginning in theatre and television, Jackman landed his breakthrough role as Wolverine in the ''X-Men'' film franchise and the Marvel Cinem ...
. A video for
Match.com Match.com is an online dating service with headquarters are in Dallas, Texas. The company has offices in Dallas, West Hollywood, San Francisco, Tokyo, Rio de Janeiro, and Beijing. Match.com is owned by Match Group, which owns several online d ...
went viral at the end of 2020, as it featured Satan dating the year 2020 and debuted a snippet of
Taylor Swift Taylor Alison Swift (born December 13, 1989) is an American singer-songwriter. Known for her autobiographical songwriting, artistic versatility, and Cultural impact of Taylor Swift, cultural impact, Swift is one of the Best selling artists, w ...
's " Love Story (Taylor's Version)". In December 2021, following the release of the ''
Sex and the City ''Sex and the City'' is an American romantic comedy, romantic comedy-drama television series created by Darren Star for HBO, based on Sex and the City (newspaper column), the newspaper column and 1996 book by Candace Bushnell. It premiered in th ...
'' revival series '' And Just Like That...'', and the death of Mr. Big on a Peloton bike, shares in
Peloton In a road Cycle sport, bicycle race, the peloton (, originally meaning ) is the main group or pack of riders. Riders in a group save energy by riding close (drafting (racing), drafting or slipstreaming) to (particularly behind) other riders. The ...
fell. Maximum Effort quickly devised an advertisement for Peloton featuring
Chris Noth Christopher David Noth ( ; born November 13, 1954) is an American actor. He is known for his television roles as NYPD Detective Mike Logan on ''Law & Order'' (1990–1995), Big on ''Sex and the City'' (1998–2004), and Peter Florrick on ''The ...
. Reynolds provided the voiceover promoting the health benefits that cycling can have, and noting that Chris Noth/Mr. Big was still alive. The company has gained recognition for its ability to produce ads quickly, an approach Reynolds calls "Fastvertising."


Filmography


Film


Short film


Television


References

{{Film studios Mass media companies established in 2018 Film production companies of the United States Television production companies of the United States Advertising agencies based in New York City Digital marketing companies of the United States 2018 establishments in New York (state)