Stagwell has announced the formal launch of its production and creative content company, Unreasonable Studios (UNR). UNR brings Stagwell’s creative and production agencies Anomaly Content & Entertainment (ACE) and Wolfgang Studios, under one roof under the leadership of Justin P. Barocas, co-founder of Anomaly and CEO and Executive Producer of UNR. The new entity’s adaptation and localization will be powered by Locaria.
“At Stagwell, we’ve been taking steps to invest in efficient, centralized content production services that help us scale client deliverables in record time,” said Mark Penn, Chairman and CEO, Stagwell.
“Today, I am proud to announce that we are seeing the meaningful impact of our investment as we stand up our own award-winning production unit to strengthen creative content deliverables, while differentiating ourselves in the marketplace.”
UNR features both original and branded entertainment, live action commercial work, editorial photography, digital and social media across the funnel, creator content, post production, motion and design capabilities, as well as adaptation and localization technologies and services.
“UNR Studios occupies a rare position in the industry,” said Justin P. Barocas, CEO & Executive Producer.
“In unreasonable fashion, we bridge the gap between the entertainment and brand worlds, going from high-value to high-volume at high speed, delivering everything from original documentaries for distributors like Netflix to generative tech driven scaled content for global brands – all under one roof.”
“For the past decade, we’ve been fortunate to collaborate closely with ACE on branded content and consumer engagement activations,” said Susan Hennike, Chief Brand Officer, Carhartt.
“We’re excited to build on that partnership and tap into their expanded capabilities in entertainment and talent partnerships, now as Unreasonable Studios.”
UNR began welcoming brand clients in 2024, including Nike, Louis Vuitton, Marriott, Carhartt, Starbucks, and Topgolf.
ACE has worked with partners like Universal, Netflix, IMAX, Hulu, NatGeo, Disney+, Patagonia, Hoka, Budweiser, Bose, Uber Eats, Carhartt and Coca-Cola on feature films & episodic series.
UNR will scale this effort and is already in production on three feature films; SAIL, which chronicles the 2024 America’s Cup competition, directed by Frank Marshall; LEARNING TO FLY, which explores the world of Ultra running through the eyes of pro-runner Jim Walmsley and pro-photographer Aisha McAdams, directed by Max Lowe, and THE TRUTH & TRAGEDY OF MORIAH WILSON, about pro-cyclist Mo Wilson whose epic rise was cut short when she was murdered in Austin, TX in 2022, directed by Marina Zenovich.
“The focus is quality from end-to-end,” says Evan Hayes, Head of Original Entertainment & Production, “regardless of genre, channel or format, on a global scale.”
The Unreasonable team has earned several awards across entertainment and advertising, including an Academy Award, a BAFTA, five Emmy Awards across Primetime, Daytime and Sports categories, Critics’ Choice Awards, Clios, a Cannes Lion, and multiple Webby Awards, among others.
“We’ve seen firsthand our partners at ACE– now Unreasonable Studios – unique ability to develop and produce original IP, while also delivering an exceptional brand marketing sensibility,” said Erika Gabrielli, Global Vice President of Marketing at HOKA.
“Their fully integrated approach—from high-end storytelling to scalable execution—positions us for meaningful brand impact ahead, and feels like the perfect next step given all the company is capable of.”
“We’ve been partnering with UNR (formerly ACE) for the better part of a decade on a selection of our premium, luxury, and lifestyle brands. They’ve always demonstrated a deep understanding of our brands, our audiences and the travel/hospitality category at large mastering every brief sent their way,” added Nicole Taylor, Senior Director, Global Brand Marketing at Marriott International.
UNR has more than 200 full-time employees and over 1,200 contractors in more than 60 countries, with offices in Barcelona, Berlin, Detroit, Dubai, Hong Kong, London, Los Angeles, Mexico City, Milan, New York, Paris, Sao Paolo, Seoul, Shanghai, Singapore, Tokyo, and Toronto.
