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2d ago

Astronomer Enlists Gwyneth Paltrow and Maximum Effort to Reset Image After Kiss-Cam Fallout

The campaign illustrates Astronomer’s reliance on high-profile talent during an active board inquiry

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Ryan Reynolds, actor, entrepreneur and co-owner of Welsh soccer club Wrexham AFC, gestures on stage during the OMR digital and marketing fair in the exhibition halls.
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Overview

  • Pete DeJoy continues as interim CEO while the board’s formal investigation into the kiss-cam incident and executive conduct remains active.
  • Over the weekend Astronomer released a tongue-in-cheek video featuring Gwyneth Paltrow answering mock press questions about the firm’s data workflow services.
  • Ryan Reynolds’s ad agency Maximum Effort confirmed its role in producing the clip via a cheeky post on X, and DeJoy publicly thanked the team.
  • The Paltrow video has amassed more than 36 million views on X and over 534,000 views on YouTube since its release.
  • Biographer Amy Odell reported that Paltrow was likely paid in the millions for the campaign, highlighting the costs of celebrity-led crisis management.