What Happened to Maximum Effort Productions, Inc.?
Maximum Effort, co-founded by Ryan Reynolds and George Dewey in 2018, is a film production company and digital marketing agency renowned for its humorous, authentic, and rapid-response advertising, often termed 'Fastvertising'. After its marketing arm was acquired by advertising software company MNTN in 2021, it was bought back by an affiliate of its original owners in April 2025, reuniting the production and marketing divisions. As of 2026, it continues to produce successful films and TV series, and create viral ad campaigns for major brands and social causes.
Quick Answer
Maximum Effort, founded in 2018 by Ryan Reynolds and George Dewey, operates as both a film and television production studio and a digital marketing agency. Its marketing division was acquired by MNTN in June 2021, with Reynolds taking on the role of MNTN's Chief Creative Officer. However, in April 2025, the marketing arm was reacquired by an affiliate of its original owners, bringing the full company back under unified control. As of September 2026, Maximum Effort is actively involved in major film and TV projects, including the 'Deadpool' franchise and 'Welcome to Wrexham,' while also producing highly effective and often viral ad campaigns for prominent brands and charitable organizations, such as a recent collaboration with The Michael J. Fox Foundation.
📊Key Facts
📅Complete Timeline15 events
Collaboration on 'Deadpool' Marketing
Ryan Reynolds and George Dewey collaborate on the highly successful, low-budget marketing campaign for the first 'Deadpool' film, laying the groundwork for Maximum Effort.
Maximum Effort Founded
Ryan Reynolds and George Dewey officially launch Maximum Effort Productions, Inc., initially encompassing both film production and a digital marketing agency.
Viral Peloton Ad Spoof for Aviation Gin
Maximum Effort gains significant attention for its rapid-response, humorous ad for Aviation Gin, featuring the 'Peloton wife' actress, capitalizing on a cultural moment.
Match.com 'Satan and 2020' Campaign
The agency produces a viral ad for Match.com depicting Satan dating the year 2020, garnering widespread media attention and millions of views.
First-Look Deal with Paramount Pictures
Maximum Effort Productions secures a three-year first-look development deal with Paramount Pictures for feature films.
Marketing Arm Acquired by MNTN
Maximum Effort Marketing is acquired by the advertising software company MNTN, with Ryan Reynolds becoming MNTN's Chief Creative Officer. Maximum Effort Productions remains independent.
Plans for Markham, Ontario Studio Announced
Maximum Effort announces the development of a 1.2 million-square-foot studio complex to be built in Markham, Ontario, Canada.
Maximum Effort Channel Launches on FuboTV
The company launches a free ad-supported streaming TV channel, the Maximum Effort Channel, on FuboTV and other platforms, featuring original content like 'Bedtime Stories with Ryan'.
Paramount Pictures Deal Renewed
Paramount Pictures renews its first-look development deal with Maximum Effort Productions for another three years, extending it through December 2026.
Maximum Effort Investments Leads HOMAGE Round
Maximum Effort Investments LLC, an investment advisory firm co-founded by Reynolds and Dewey, leads a strategic investment round in the apparel brand HOMAGE.
Maximum Effort Channel on FuboTV Shuts Down
The Maximum Effort Channel on FuboTV ceases operations.
First-Look TV Deal with 20th Television
Maximum Effort signs a first-look television development deal with 20th Television.
Marketing Arm Reacquired from MNTN
The sale of Maximum Effort Marketing back to an affiliate of its original owners closes, reuniting the marketing agency with the production studio.
Named One of Time's 100 Most Influential Companies
Maximum Effort is recognized by Time Magazine as one of the 100 most influential companies.
Michael J. Fox Foundation Campaign Released
Maximum Effort writes and directs a new awareness campaign for The Michael J. Fox Foundation, featuring Michael J. Fox and Harrison Ford.
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🔍Deep Dive Analysis
Maximum Effort, Inc. was established in 2018 by actor Ryan Reynolds and producer George Dewey, building on their successful collaboration for the marketing campaigns of the first two 'Deadpool' films. The company quickly gained recognition for its distinctive approach to marketing, characterized by authenticity, humor, and a rapid turnaround time, often referred to as 'Fastvertising.' This philosophy was evident in viral campaigns for brands like Aviation Gin (in which Reynolds held a stake) and Mint Mobile, as well as a notable 2020 ad for Match.com featuring Satan dating the year 2020.
In June 2021, Maximum Effort's marketing arm was acquired by MNTN, an advertising software company specializing in Connected TV. As part of this deal, Maximum Effort Marketing continued to operate as an agency within MNTN, with Ryan Reynolds becoming MNTN's Chief Creative Officer and George Dewey serving as Chief Brand Officer. Notably, Maximum Effort Productions, the film and television production studio, remained an independent entity during this period. This strategic move aimed to integrate creative and media functions, leveraging MNTN's ad-tech platform with Maximum Effort's creative prowess.
A significant turning point occurred in March 2025, when MNTN announced its intention to sell the Maximum Effort Marketing agency back to an affiliate of its original owners, a transaction that closed on April 1, 2025. This reacquisition effectively reunited the marketing and production divisions under one roof, restoring Maximum Effort's full creative independence. The move was disclosed in MNTN's S-1 filing as it prepared for an initial public offering, indicating a strategic streamlining of MNTN's business focus.
Post-reunion, Maximum Effort has continued its prolific output across both entertainment and marketing. In 2025, the company was recognized as one of Time's 100 Most Influential Companies. Its production slate includes major films like 'Deadpool & Wolverine' (2024) and 'Mayday' (2026), and the acclaimed FX docuseries 'Welcome to Wrexham.' The company also renewed its first-look film deal with Paramount Pictures through December 2026 and signed a first-look television deal with 20th Television in March 2025.
As of September 2026, Maximum Effort remains a prominent force in entertainment and advertising. Recent activities include collaborations with Lancôme USA and Maybelline in late 2025 and 2026, and a notable campaign for The Michael J. Fox Foundation released on September 2, 2026, featuring Michael J. Fox and Harrison Ford. The company also announced plans in February 2023 to build a 1.2 million-square-foot studio in Markham, Ontario, Canada, demonstrating its continued expansion and commitment to content creation.
What If...?
Explore alternate histories. What if Maximum Effort Productions, Inc. made different choices?