In a bold move to reshape how creative content is developed, scaled, and distributed, Stagwell (NASDAQ: STGW) has officially launched Unreasonable Studios (UNR)—a unified global production powerhouse that merges branded content, entertainment, and creator-led storytelling into a single entity.
The new company brings together two of Stagwell’s most inventive content arms, Anomaly Content & Entertainment (ACE) and Wolfgang Studios, under the leadership of Justin P. Barocas, Anomaly co-founder and now CEO & Executive Producer of UNR.
“We’re not just adapting to where content is going—we’re building the infrastructure to lead it,” said Mark Penn, Chairman and CEO of Stagwell. “Unreasonable Studios is the realization of our strategy to deliver scalable, high-impact creative faster and more efficiently.”
UNR: Where Branded Content Meets Award-Winning Filmmaking
Unreasonable Studios offers a sweeping slate of services, including:
- Branded and original entertainment
- Live-action commercial production
- Editorial photography, social, and digital content
- Post-production, motion, design, and localization tech
- Creator-driven campaigns and talent partnerships
This all-in-one model sets UNR apart in a fractured media landscape. Rather than separating brand marketing from original IP development, UNR blends both—seamlessly moving between long-form documentaries, influencer-driven activations, and campaign creative for the world’s most recognized brands.
From Netflix to Nike: A Track Record of Unreasonably Good Work
UNR isn’t starting from scratch—it’s already worked with brands like Nike, Louis Vuitton, Carhartt, Marriott, Starbucks, and Topgolf, and its creative pedigree includes work with major distributors including Netflix, Disney+, IMAX, and Hulu.
On the entertainment side, UNR is already in production on three high-profile documentaries:
- SAIL, about the 2024 America’s Cup, directed by Frank Marshall (Jurassic Park, Twisters) for IMAX, in partnership with Louis Vuitton and Skydance Sports
- LEARNING TO FLY, a look inside the world of ultra-running, financed by HOKA
- THE TRUTH & TRAGEDY OF MORIAH WILSON, a true-crime documentary for Netflix, directed by Marina Zenovich (Robin Williams: Come Inside My Mind)
“UNR bridges entertainment and brand worlds, scaling from high-value to high-volume at high speed,” said Justin P. Barocas. “From original Netflix features to generative AI-driven global campaigns—we’re doing it all, under one roof.”
Trusted by Brands, Praised by Partners
Longtime collaborators are already lining up behind the move. Carhartt, HOKA, and Marriott International all praised UNR’s ability to blend storytelling with marketing precision.
“They’ve always delivered unconventional approaches rooted in insights and strong partnerships,” said Nicole Taylor, Global Brand Marketing Director at Marriott, citing a recent campaign starring Gwyneth Paltrow for Westin Hotels and goop as an example of their boundary-pushing creativity.
The UNR team boasts a resume filled with accolades—including an Academy Award, BAFTAs, Emmys, Cannes Lions, Clios, and Webby Awards. This rare cross-disciplinary DNA positions UNR to serve brands seeking both cultural credibility and commercial impact.
Global Scale, Creative Agility
UNR launches with 200+ full-time employees and 1,200+ contractors across 60 countries, with offices spanning New York, London, Los Angeles, Seoul, Paris, Dubai, and beyond. This geographic spread enables always-on, multi-market execution while retaining creative consistency.
“Regardless of genre, channel, or format, our focus is on quality at scale,” said Evan Hayes, Head of Original Entertainment & Production at UNR.
The Bigger Picture: Creative Consolidation Meets IP Ambition
With media budgets under pressure and content velocity increasing, UNR’s value proposition is clear: centralize production, maximize quality, and scale smartly. In doing so, it challenges legacy agency models and underlines Stagwell’s vision of a modern, IP-powered marketing network.
At a time when brands are expected to act like content studios—and studios are becoming brand platforms—Unreasonable Studios is built for this convergence. Whether it’s a docuseries, a TikTok collab, or a Cannes-ready campaign, UNR is betting that the future of storytelling is boundaryless—and brand-backed.
