Vancouver Film School Film Production students work with Ryan Reynolds’ Maximum Effort for SickKids ad

VFS Film Production students gained on-set industry experience filming with production company Maximum Effort.

Announcement Highlights:

  • VFS Film Production students worked with Maximum Effort to film a commercial for SickKids in-studio at VFS.
  • Special guests included Toronto Maple Leafs center Auston Matthews, and Grammy Award-winning singer Michael Bublé.
  • VFS is committed to working directly with the industry by offering its resources, facilities, and students.

(VANCOUVER, B.C.) January 3, 2023 – In October, Vancouver Film School (VFS) hosted Ryan Reynolds’ film production company, Maximum Effort, in-studio at VFS as its Film Production students had the chance to create part of an impactful ad for SickKids, which aired on December 4. Maximum Effort has been a production company for many of Ryan’s films including Deadpool 2, Free Guy, and The Adam Project, and created ads for Aviation Gin, Mint Mobile, and

A group of lucky VFS Film Production students had the opportunity to receive valuable first-hand experience working on an actual industry set, plus the once-in-a-lifetime chance to meet Canadian singer Michael Bublé – who makes a guest appearance in the commercial. The director of this shoot, Bryan Rowland – also a director on Reynolds’ Welcome to Wrexham series on FX – oversaw the students as they operated cameras and followed focus stations. This is the industry experience VFS strives to offer all students in our programs, as it provides real-world experience.

About the experience, Jason Curtis, Producer at Maximum Effort commented: “Film production is the art of risk management. Our experience filming with a crew made up of VFS students proved itself to be anything but risky. I owe this to the incredibly hands-on nature of the VFS curriculum. This practical approach is preparing the next generation of film crews the right way. The VFS staff, students, and facilities were best in class. I would not hesitate to partner with the school again in the future.”

Jon Bell, VFS’s Managing Director said: “We are so pleased that VFS was able to join forces with Maximum Effort to create a commercial for such an important cause. This collaboration ultimately demonstrates that not only the film industry, but the creative industries as a whole can rely on Vancouver Film School for its resources, facilities, and most importantly its students to get the job done – whatever the job may be.”

VFS’s Head of Film Production, Bob Woolsey also commented: “To say this was an incredible opportunity for our film students is an understatement. At VFS, we strive to create opportunities for our students to gain real industry experience while they’re in school, and this commercial could not have been a better way for them to get their hands dirty on an actual set.”

Watch the commercial for SickKids here:

This was an incredible opportunity for students to work with Maximum Effort and create a commercial for such a powerful organization. The Hospital for Sick Children (SickKids) is not only a hospital, but the largest centre dedicated to improving children’s health in the country. Along with ongoing medical research, they provide support services for patients and families in need.



About Vancouver Film School

VFS is Canada’s premier post-secondary entertainment arts institution, offering an immersive curriculum in film, animation, design, and beyond. VFS is known for providing high-quality education in accelerated time frames and offers 15 industry-led programs in which students graduate in 12 months as in-demand creative professionals. In 2022, alumni were credited on all top 10 domestic grossing films, 5 of the 10 best-selling games, and 9 of the 15 most streamed shows.


For more information, or to schedule interviews, please contact:

Evan Biswanger
Creative Director & Head of Marketing
Vancouver Film School


VFS on Social Media:



Chat With Us

International Chat:
Asia | Others