Satan meets a perfect Match in 2020. The Peloton Wife drowns her sorrows with Aviation American Gin. Ryan Reynolds and his agency Maximum Effort have created some of the buzziest advertising over the past two years, capitalizing on what they like to call “fastvertising.” From selling low-cost premium wireless to blockbuster films, Reynolds and his agency have found a way to continuously create attention-grabbing campaigns and have become one of the creative agencies to watch. In this episode, Reynolds talks through the creative process, how difficult it is to deliver viral hit after hit, and how he deals with his most difficult client: himself.

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