Maximum Effort

Maximum Effort is the production and marketing company co-founded by Ryan Reynolds and producer George Dewey in 2018. Its productions include the Deadpool films, Free Guy, The Adam Project and the unscripted series Welcome to Wrexham.^{Source [3]Source [4]Source [2]}

Its marketing arm, Maximum Effort Marketing, became known for low-cost ads produced quickly in response to cultural moments, for clients including Aviation Gin, Mint Mobile, Match and Wrexham AFC. MNTN bought the agency in 2021 and sold it back to an affiliate of its original owner in April 2025; it now provides creative services to MNTN under a services agreement.^{Source [1]Source [2]Source [5]}

The company has development deals with several studios and platforms, including a feature first-look deal with Paramount Pictures, a 2022 multi-year partnership with Fubo that paid it in Fubo equity and created the Maximum Effort Channel, and a March 2025 first-look television deal with Disney's 20th Television.^{Source [3]Source [4]Source [6]}

Reynolds also invests through Maximum Effort Investments, which joined a group that bought 24% of the Alpine Formula 1 team in 2023.^{Source [7]}

Co-founded by Ryan Reynolds and George Dewey in 2018. MNTN acquired the marketing arm, Maximum Effort Marketing, in August 2021, while the production company stayed separate. MNTN sold Maximum Effort Marketing back to an affiliate of its original owner on April 1, 2025, reuniting it with the production company, and the agency continues to provide creative services to MNTN.^{Source [1]Source [2]Source [5]}