Maximum Effort

Maximum Effort is a film production company and digital marketing agency founded by Ryan Reynolds and George Dewey. The company name is a reference to a catchphrase from Reynolds' film Deadpool and subsequent film series.[1]

For the song, see Deadpool (soundtrack).
Maximum Effort
IndustryFilm, television, advertising
Founded2018
Founder
HeadquartersNew York City, U.S.[1]
Key people
  • Ryan Reynolds (president)
  • George Dewey (Co-Founder)
  • James Toney III (Chief Strategy Officer)
  • Ashley Fox (co-president)
  • Johnny Pariseau (co-president)
Websitemaximumeffort.com

History

Ryan Reynolds and George Dewey launched Maximum Effort in 2018, after having collaborated on the marketing campaign for the first two Deadpool films.[2][3] 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.[1] Dewey, formerly senior vice president of digital marketing at 20th Century Fox and president of digital marketing at Annapurna Pictures, was named president of the company,[4] and Reynolds is creative director.[5]

Maximum Effort's marketing arm was acquired by advertising software company MNTN 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.[6][7]

Film & TV production

Maximum Effort was one of the production companies on the 2018 film Deadpool 2, directed by David Leitch and starring Reynolds and Josh Brolin,[4] 2021's Free Guy, directed by Shawn Levy and starring Reynolds and Jodie Comer,[8] and on 2022's The Adam Project, directed by Levy and starring Reynolds, Mark Ruffalo, Jennifer Garner and Walker Scobell.[9]

Upcoming Maximum Effort Productions projects include the musical Spirited, directed by Sean Anders and starring Reynolds and Will Ferrell.[10]

In May 2021, Maximum Effort Productions closed a three-year first-look development deal with Paramount Pictures for all their feature films.[3]

In August 2022, it was announced Maximum Effort will launch a linear TV channel on FuboTV.[11]

Marketing

Maximum Effort Marketing has created ads for Reynolds' brands Aviation Gin and Mint Mobile,[5] films such as Deadpool 2[5] and Free Guy,[12] and for Match.com,[13] R.M. Williams,[14] and the NAACP Legal Defense Fund.[1] One of the Aviation Gin spots went viral, as a spoof on a Peloton holiday commercial that had received significant backlash, with both ads starring the same actress, Monica Ruiz.[15][16] A spot for Mint Mobile featured Rick Moranis, in a rare public appearance for the actor,[15] and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and Hugh Jackman.[5][16] A video for Match.com went viral at the end of 2020, as it featured Satan dating the year 2020 and debuted Taylor Swift's re-recording of her song "Love Story".[17]

In December 2021, following the release of the Sex and the City revival series And Just Like That..., and the death of Mr. Big on a Peloton bike, shares in Peloton fell. Maximum Effort quickly devised an advertisement for Peloton featuring Chris Noth. Reynolds provided the voiceover promoting the health benefits that cycling can have, and noting that Chris Noth/Mr. Big was still alive.[18]

Filmography

Film
Year Title Production partners Distributors
2018 Deadpool 2 20th Century Fox, Marvel Entertainment, Kinberg Genre, The Donners' Company, TSG Entertainment 20th Century Fox
2021 Free Guy Berlanti Productions, 21 Laps Entertainment, Lit Entertainment Group, TSG Entertainment 20th Century Studios
2022 The Adam Project 21 Laps Entertainment, Skydance Media Netflix
Spirited Apple Original Films, Gloria Sanchez Productions, Mosaic, Two Grown Men Apple TV+
2024 IF Sunday Night Productions Paramount Pictures
Deadpool 3 Marvel Studios Walt Disney Studios Motion Pictures
TBA Rachel Nevada[19] — Paramount Pictures
TBA Boy Band[20] 21 Laps Entertainment

Short film
Year Title Production partners Distributors
2021 Deadpool and Korg React — YouTube

Television
Year Title Production partners Network
2020 Don't  Banijay Studios North America ABC
2022 Welcome to Wrexham FXP, Boardwalk Pictures, 3 Arts Entertainment, RCG Productions, DN2 Productions FX

References
  1. Ringen, Jonathan (August 4, 2020). "Ryan Reynolds on 'Deadpool,' diversity, and the secrets of successful marketing". Fast Company. Retrieved September 1, 2021.
  2. Kroll, Justin (May 3, 2021). "Ryan Reynolds And His Maximum Effort Banner Sign First-Look Deal With Paramount Pictures". Deadline. Retrieved September 1, 2021.
  3. Donnelly, Matt (May 3, 2021). "Ryan Reynolds' Maximum Effort Signs Three-Year First-Look Film Deal at Paramount". Variety. Retrieved September 1, 2021.
  4. McClintock, Pamela (May 16, 2018). "Ryan Reynolds Names George Dewey President of Maximum Effort Prods". The Hollywood Reporter. Retrieved September 1, 2021.
  5. Dan, Avi (January 7, 2021). "Actor Ryan Reynolds' Subversive Startup May Be The Best Ad Agency In America Right Now". Forbes. Retrieved September 1, 2021.
  6. Grobar, Matt (June 23, 2021). "MNTN Adtech Company Acquires Ryan Reynolds' Maximum Effort Marketing". Deadline. Retrieved September 1, 2021.
  7. Chan, J. Clara (June 23, 2021). "Ryan Reynolds' Maximum Effort Marketing Acquired by MNTN". The Hollywood Reporter. Retrieved September 1, 2021.
  8. Fleming, Mike (September 28, 2018). "Ryan Reynolds, Shawn Levy Team For 'Free Guy' At Fox". Deadline. Retrieved September 1, 2021.
  9. Sneider, Jeff (November 23, 2020). "Ryan Reynolds to Call Mark Ruffalo "Daddy" in Time Travel Movie 'The Adam Project'". Collider. Retrieved September 1, 2021.
  10. Lovitt, Maggie (July 6, 2021). "First Image for Ryan Reynolds and Will Ferrell's 'Spirited' Features the Pair in a Close Stare Down". Collider. Retrieved September 1, 2021.
  11. Spangler, Todd (August 8, 2022). "Ryan Reynolds' Maximum Effort Gets $10 Million in FuboTV Shares Under First-Look Unscripted Production Pact". Variety. Retrieved March 7, 2023.
  12. McClintock, Pamela (August 25, 2021). "How Ryan Reynolds Marketed 'Free Guy,' an Original Movie That Kept Getting Delayed". The Hollywood Reporter. Retrieved September 1, 2021.
  13. Lundstrom, Kathryn (April 7, 2021). "Match's Satan Returns to Wreak Havoc on Big Wireless Customers in New Mint Mobile Ad". Ad Week. Retrieved September 1, 2021.
  14. Diaz, Ann-Christine (October 1, 2020). "Almost Naked Hugh Jackman Wears Nothing But Boots In This Ad For R.M. Williams". Ad Age. Retrieved September 1, 2021.
  15. Crook, Jordan (November 28, 2020). "How Ryan Reynolds and Mint Mobile worked without becoming the joke". TechCrunch. Retrieved September 1, 2021.
  16. Hsu, Tiffany (December 9, 2019). "Peloton's Cringe-y Ad Got Everyone Talking. Its C.E.O. Is Silent". New York Times. Retrieved September 1, 2021.
  17. Sippell, Margeaux (December 2, 2020). "Satan and 2020 Are a 'Match Made in Hell' in Taylor Swift and Ryan Reynolds' Match.com Ad". The Wrap. Retrieved September 14, 2022.
  18. Griner, David (December 12, 2021). "Mr. Big Is Just Fine in Ryan Reynolds' Peloton Ad". Adweek. Retrieved December 13, 2021.
  19. Kroll, Justin (September 27, 2022). "Paramount Lands Pitch 'Rachel Nevada' From Hannah Hafey And Kaitlin Smith; Ryan Reynolds' Maximum Effort Producing". Deadline. Retrieved February 28, 2023.
  20. Kit, Borys (February 23, 2023). "Ryan Reynolds to Star In, Produce Comedy 'Boy Band' for Paramount (Exclusive)". The Hollywood Reporter. Archived from the original on February 24, 2023. Retrieved February 28, 2023.
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