Stagwell Launches Unreasonable Studios (UNR), a New Full-Service Creative and Production Powerhouse

Stagwell, the challenger network driving modern marketing transformation, has officially launched Unreasonable Studios (UNR)—a full-service creative and production company uniting the capabilities of Anomaly Content & Entertainment (ACE), Wolfgang Studios, and Locaria. The launch is a strategic move to consolidate content creation, adaptation, and global localization under one roof. UNR will operate under the leadership of Justin P. Barocas, Co-Founder of Anomaly, who now serves as CEO and Executive Producer of UNR.

“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 Stagwell Chairman and CEO Mark Penn. “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’s full-spectrum offering spans original and branded entertainment, live-action commercials, editorial and digital photography, social media content, post-production, motion graphics, and cutting-edge design. These capabilities are further enhanced by advanced localization services powered by Locaria, allowing UNR to scale global storytelling with speed and cultural relevance.

Also Read: Phrase Introduces Phrase Studio: New Multimedia Localization Capabilities for the Modern Enterprise

“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.”

Having already begun operations in 2024, UNR boasts a growing roster of high-profile clients, including Nike, Louis Vuitton, Marriott, Carhartt, Starbucks, and Topgolf.

“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.”

ACE, now part of UNR, has long pioneered the convergence of brands and entertainment. Its award-winning work includes collaborations with Netflix, IMAX, Hulu, Universal, NatGeo, and Coca-Cola, producing everything from feature films to episodic branded series. UNR is already in production on several high-profile films:

• SAIL, a documentary on the 2024 America’s Cup, directed by Frank Marshall (The Beach Boys, Jurassic Park franchise) for IMAX, in collaboration with Louis Vuitton and Skydance Sports.
• LEARNING TO FLY, following ultra-runner Jim Walmsley and photographer Aisha McAdams, directed by Max Lowe (Torn) and financed by HOKA.
• THE TRUTH & TRAGEDY OF MORIAH WILSON, chronicling the life and tragic death of cyclist Mo Wilson, directed by Marina Zenovich for Netflix.

“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.”

“The focus is quality from end-to-end,” said Evan Hayes, Head of Original Entertainment & Production. “Regardless of genre, channel or format, on a global scale.”

UNR’s leadership and teams bring with them a legacy of recognition across both entertainment and advertising. Their accolades include an Academy Award, BAFTA, five Emmy Awards, Critics’ Choice Awards, Cannes Lions, Clios, and Webby Awards, among others.

“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,” said Nicole Taylor, Senior Director, Global Brand Marketing at Marriott International. “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. Some of our most exciting work has come from this collaboration including our recent branded series featuring Westin’s Heavenly Bed, a co-production with goop called ‘Sleep Training for Grownups’ starring Gwyneth Paltrow. They always bring strong insights, partnerships and unconventional approaches to content and production.”

With a global outlook, rich creative pedigree, and data-driven execution, Unreasonable Studios is poised to reshape how brands and entertainment intersect—delivering storytelling with scale, speed, and soul.