Former Canadian Prime Minister Justin Trudeau on Friday launched a media and entertainment production company called Hope and Hard Work.
The company's name echoes a phrase Trudeau used regularly in speeches after becoming leader of the Liberal Party in 2013 and during his nine-year tenure as prime minister from 2015 to 2025.
Its goal is to bring people together through "stories that help us see, understand and connect with one another across film, television, audio and live experiences," according to a statement on a new website.
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Trudeau founded the company with his longtime Chief of staff, Katie Telford. Its launch coincides with the Toronto International Film Festival, which began on Thursday and continues until September 20.
Trudeau, 54, announced his decision to step down in January last year, bowing to pressure from lawmakers alarmed by his party's low poll numbers ahead of a coming election. He was succeeded by fellow Liberal Mark Carney.
Since leaving office, Trudeau has kept a relatively low public profile, though he has given speeches, including one at the World Economic Forum in Davos, Switzerland, and has drawn attention for his relationship with US pop singer Katy Perry.
Trudeau's foray into the entertainment business follows a similar path taken by former US President Barack Obama and former first lady Michelle Obama, who founded Higher Ground Productions in 2018 with a multi-year deal to produce films and series for Netflix Inc.
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