Who Was Pierce Thiot? Maximum Effort Creative Behind ‘Will It Beard’ Dies at 40

Pierce Thiot, the creative executive who helped shape campaigns for Ryan Reynolds’ Maximum Effort and became known online for the viral “Will It Beard” project, has died at 40.

Thiot passed away Tuesday at his home in Orem, Utah, from a pulmonary embolism, according to Maximum Effort, as reported by The Hollywood Reporter. His death has prompted tributes from colleagues across the advertising and entertainment industries.

Thiot served as Maximum Effort’s Head of Creative, Brand, where he worked on campaigns for major brands and entertainment projects. His work included campaigns associated with DoorDash, L’Oréal Paris, Mint Mobile and the film Beetlejuice Beetlejuice, among others.

Who Was Pierce Thiot?

Pierce Thiot was a creative director and advertising executive whose career spanned major technology, entertainment and consumer brands.

His professional portfolio included work for companies such as Apple, Nike, Gatorade and Coca-Cola. He also worked on campaigns connected to Netflix’s Black Mirror and Apple TV+, and earned Emmy nominations during his career.

Thiot joined Maximum Effort, the creative company co-founded by Ryan Reynolds and George Dewey, and spent nearly five years helping develop campaigns designed to blur the line between advertising and entertainment.

His own website described him as the Head of Creative, Brand for Maximum Effort.

What Was ‘Will It Beard’?

Before becoming known for his advertising work, Thiot gained internet attention through an unusual project with his wife, Stacy Thiot, called “Will It Beard.”

The concept was simple but deliberately bizarre: the couple photographed everyday objects placed in Thiot’s long beard to see whether they could stay there.

The project featured objects including Slinkys, spaghetti, Lego pieces, toothpicks, flowers and cocktail umbrellas. It became a viral internet phenomenon and was covered by major publications, including The Guardian.

The project became an early example of the kind of unusual, highly shareable creative work that would later characterize Thiot’s advertising career.

Pierce Thiot’s Career at Maximum Effort

At Maximum Effort, Thiot worked on campaigns involving some of the world’s biggest brands and entertainment properties.

His credits included a Super Bowl campaign featuring 50 Cent for DoorDash and work around the Oscars. He also contributed to campaigns for L’Oréal Paris and Lancôme, as well as promotional work connected to The Devil Wears Prada 2.

His work reflected Maximum Effort’s approach of creating advertisements that function as entertainment rather than traditional commercials.

Thiot also worked with Reynolds on projects connected to Mint Mobile and other Maximum Effort campaigns.

What Was Pierce Thiot’s Cause of Death?

Pierce Thiot died from a pulmonary embolism, according to Maximum Effort.

A pulmonary embolism occurs when a blood clot blocks an artery in the lungs. The condition can become life-threatening, particularly when a large clot severely restricts blood flow through the lungs.

Ryan Reynolds Pays Tribute to Pierce Thiot

Maximum Effort co-founders Ryan Reynolds and George Dewey paid tribute to Thiot following his death.

The pair described him as a creative force whose combination of talent, kindness and work ethic had a major impact on the company.

“Pierce Thiot was a shining light of creativity, kindness and hard work. It is impossible to imagine the world, let alone our company, without him,” Reynolds and Dewey said in a statement.

“We adored and admired Pierce. He was generous with his time and love. He was funny as hell. He gave the best hugs. Our hearts and efforts will forever be with his wife, Stacy, his children, Adelaide and Jackson, and his work partner of over a decade, Kathleen Swanson.”

Pierce Thiot’s Legacy

Thiot’s career connected two very different sides of modern advertising: the highly produced campaigns of major global brands and the strange, instantly shareable ideas that become internet culture.

“Will It Beard” demonstrated his ability to turn an intentionally silly idea into something people wanted to share. His later work at Maximum Effort applied that same instinct to campaigns for global brands, movies and entertainment projects.

His professional profile identifies him as a two-time Emmy-nominated creative director, while his work included campaigns spanning technology, sports, entertainment and consumer brands.

At just 40, Thiot’s death marks the loss of a creative executive whose work had reached audiences far beyond traditional advertising.