Ryan Reynolds and George Dewey’s Maximum Effort businesses have been reunited.

The Maximum Effort film and TV studio is remerging with the brand marketing company that was previously sold to the advertising platform Mntn in 2021, a source familiar with the transaction tells The Hollywood Reporter.

The deal will see Mntn and Maximum Effort continue to work together via a services agreement, and Reynolds will continue to work as chief creative officer for Mntn.

“Four years ago when Maximum Effort Marketing became a part of Mntn, we along with Mntn always contemplated a day when our marketing arm would rejoin Maximum Effort Productions as an independent entity,” a spokesperson for Maximum Effort says. “The original agreements were drafted specifically with this in mind because it’s important for us to maintain our creative freedom. So while we’re structurally going forward as separate entities, the reality is Mntn and Maximum...