Maximum Effort

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For the song, see Deadpool (soundtrack).
Maximum Effort
IndustryFilm, television, advertising
Founded2018
Founder
HeadquartersNew York, New York, U.S.[1]
Websitemaximumeffort.com

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.[1]

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 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] and on 2021's Free Guy, directed by Shawn Levy and starring Reynolds and Jodie Comer.[8]

Upcoming Maximum Effort Productions projects include the action-adventure film The Adam Project, directed by Levy and starring Reynolds, Mark Ruffalo, Zoe Saldana, Jennifer Garner, and Catherine Keener,[9] and 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]

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,[11] and for Match.com,[12] R.M. Williams,[13] 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.[14][15] A spot for Mint Mobile featured Rick Moranis, in a rare public appearance for the actor,[14] and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and Hugh Jackman.[5][15]

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.[16]

Filmography[]

Film[]

Release Date Title Director Production partners Distributors
May 18, 2018 Deadpool 2 David Leitch 20th Century Fox, Marvel Entertainment, Kinberg Genre, The Donners' Company, TSG Entertainment 20th Century Fox
August 13, 2021 Free Guy Shawn Levy 20th Century Studios, Berlanti Productions, 21 Laps Entertainment, Lit Entertainment Group, TSG Entertainment Walt Disney Studios Motion Pictures
March 11, 2022 The Adam Project 21 Laps Entertainment, Skydance Media Netflix
November 17, 2023 IF John Krasinski Sunday Night Productions Paramount Pictures
TBA Spirited Sean Anders and John Morris Gloria Sanchez Productions, Mosaic, Two Grown Men Apple TV+

Television[]

Release Date Title Production partners Network
TBA Welcome to Wrexham Boardwalk Pictures FX

References[]

  1. ^ a b c d Ringen, Jonathan (4 August 2020). "Ryan Reynolds on 'Deadpool,' diversity, and the secrets of successful marketing". Fast Company. Retrieved 1 September 2021.
  2. ^ Kroll, Justin (3 May 2021). "Ryan Reynolds And His Maximum Effort Banner Sign First-Look Deal With Paramount Pictures". Deadline. Retrieved 1 September 2021.
  3. ^ a b Donnelly, Matt (3 May 2021). "Ryan Reynolds' Maximum Effort Signs Three-Year First-Look Film Deal at Paramount". Variety. Retrieved 1 September 2021.
  4. ^ a b McClintock, Pamela (16 May 2018). "Ryan Reynolds Names George Dewey President of Maximum Effort Prods". The Hollywood Reporter. Retrieved 1 September 2021.
  5. ^ a b c d Dan, Avi (7 January 2021). "Actor Ryan Reynolds' Subversive Startup May Be The Best Ad Agency In America Right Now". Forbes. Retrieved 1 September 2021.
  6. ^ Grobar, Matt (23 June 2021). "MNTN Adtech Company Acquires Ryan Reynolds' Maximum Effort Marketing". Deadline. Retrieved 1 September 2021.
  7. ^ Chan, J. Clara (23 June 2021). "Ryan Reynolds' Maximum Effort Marketing Acquired by MNTN". The Hollywood Reporter. Retrieved 1 September 2021.
  8. ^ Fleming, Mike (28 September 2018). "Ryan Reynolds, Shawn Levy Team For 'Free Guy' At Fox". Deadline. Retrieved 1 September 2021.
  9. ^ Sneider, Jeff (23 November 2020). "Ryan Reynolds to Call Mark Ruffalo "Daddy" in Time Travel Movie 'The Adam Project'". Collider. Retrieved 1 September 2021.
  10. ^ Lovitt, Maggie (6 July 2021). "First Image for Ryan Reynolds and Will Ferrell's 'Spirited' Features the Pair in a Close Stare Down". Collider. Retrieved 1 September 2021.
  11. ^ McClintock, Pamela (25 August 2021). "How Ryan Reynolds Marketed 'Free Guy,' an Original Movie That Kept Getting Delayed". The Hollywood Reporter. Retrieved 1 September 2021.
  12. ^ Lundstrom, Kathryn (7 April 2021). "Match's Satan Returns to Wreak Havoc on Big Wireless Customers in New Mint Mobile Ad". Ad Week. Retrieved 1 September 2021.
  13. ^ Diaz, Ann-Christine (1 October 2020). "Almost Naked Hugh Jackman Wears Nothing But Boots In This Ad For R.M. Williams". Ad Age. Retrieved 1 September 2021.
  14. ^ a b Crook, Jordan (28 November 2020). "How Ryan Reynolds and Mint Mobile worked without becoming the joke". TechCrunch. Retrieved 1 September 2021.
  15. ^ a b Hsu, Tiffany (9 December 2019). "Peloton's Cringe-y Ad Got Everyone Talking. Its C.E.O. Is Silent". New York Times. Retrieved 1 September 2021.
  16. ^ Griner, David (12 December 2021). "Mr. Big Is Just Fine in Ryan Reynolds' Peloton Ad". Adweek. Retrieved 13 December 2021.
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