George Dewey is an American creative executive, film producer and entrepreneur. He is best known as the co-founder and president of Maximum Effort, a production and marketing company founded with actor Ryan Reynolds.
Dewey has worked on film, television, and marketing projects including Deadpool, John Candy: I Like Me, Free Guy, Spirited, Aviation Gin, Mint Mobile and Welcome to Wrexham. He also serves on the board of directors of Wrexham A.F.C.
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Early life
Dewey is the grandson of politician Thomas E. Dewey, who served as governor of New York from 1943 to 1954.
Career
Dewey began his advertising career as an intern at McCann Erickson in 1995. He later became executive creative director at the agency's New York office, where he worked on accounts including Verizon Wireless, the United States Army, Avis, Black & Decker, and the United Nations.
He later joined 20th Century Fox, where he served as senior vice president of digital marketing. During his time at Fox, Dewey worked on marketing campaigns for films including Deadpool, The Martian, Kingsman: The Golden Circle, and Gone Girl. Dewey subsequently became president of digital at Annapurna Pictures before joining Ryan Reynolds' production company, Maximum Effort Productions, in 2018 as president.
Maximum Effort
Dewey co-founded Maximum Effort with Ryan Reynolds in 2018. The company operates in film production, television, and marketing. Maximum Effort gained attention for its "fastvertising" approach to advertising and branded content, particularly through campaigns connected to Deadpool, Aviation Gin, Peloton, and Mint Mobile.
In 2021, the marketing division of Maximum Effort was sold to the advertising platform MNTN, while Reynolds continued serving as chief creative officer for the company.
In 2025, Reynolds and Dewey reached an agreement to reunite the marketing and production divisions of Maximum Effort as an independent entity.
Wrexham A.F.C.
Dewey has been involved in the marketing and media operations of Wrexham A.F.C., the Welsh football club owned by Ryan Reynolds and Rob McElhenney. He served as executive producer of the documentary series Welcome to Wrexham. In April 2025, Dewey was appointed to the board of directors of Wrexham A.F.C. Limited following approval by the English Football League (EFL).
