The ad agency behind Astronomer’s recent video featuring Gwyneth Paltrow is Maximum Effort. On July 28, the agency shared an X post, writing:

Astronomer, the tech company that went viral for the wrong reasons, worked with Ryan Reynolds' Maximum Effort and Gwyneth Paltrow to rehabilitate its image.

It’s been nearly two weeks since Astronomer’s chief executive officer Andy Byron appeared on the kiss cam, embracing Kristin Cabot, the company’s head of HR, at a Coldplay concert. In the fleeting moment, Byron attempted to duck out of view, while Cabot spun around, covering her face.