Justin Trudeau, Katie Telford launch production company at TIFF

TORONTO — Justin Trudeau is getting into showbiz.

The former prime minister and his longtime chief of staff Katie Telford launched a production company Friday called Hope and Hard Work, at a swanky rooftop party at the Toronto International Film Festival.

Trudeau, speaking in both official languages, told the gathered guests that the shift to entertainment isn’t as radical as some might assume.

“In elections we used to say: whoever tells the best story about who we are and where we want to go wins the election,” he said. “And those stories matter now more than ever before. Particularly when it comes to telling Canadian stories, or stories with values that Canadians would recognize.”

The company — named for a campaign slogan Trudeau used in 2018 when he announced he would run for re-election the following year — is set to produce both scripted and unscripted content, and several projects are already in development.

They include Perry Chafe’s Newfoundland-set coming-of-age novel “Closer by Sea,” and Uzma Jalaluddin’s cosy mystery “Detective Aunty,” with Trudeau and Telford set to serve as executive producers.

Telford told the crowd that she picked up Chafe’s book en route to Ukraine several years ago. They visited in the midst of Russia’s invasion, and weren’t allowed to bring any electronics with them, she recalled.

Jalaluddin said Telford sent her a direct message on social media about a year ago, saying she was a fan of her work. She followed up a few months later and told her about their plans to launch a production company.

“I was like, ‘Oh, I know a lot of Katies. Like, who is this Katie? Oh my god, it’s Katie Telford. The Katie Telford,'” she laughed.

Before their remarks, Trudeau and Telford mingled with industry insiders at the event, including the festival’s CEO, Cameron Bailey.

Also in attendance were the likes of director Clement Virgo, comedian Mark Critch and producer Trevor Boris.

Trudeau stepped back from politics after announcing his resignation in January 2025 and has been on the speaking circuit, including at the World Economic Forum in Davos.

There, he spoke about the importance of “soft power,” an umbrella that includes popular culture.

“Never underestimate the resolve, the motivation and strength of people standing up to defend their sovereignty, their identity, their very existence,” he said, referring to Ukraine’s stand against Russia.

He was joined at Davos by his partner, American pop star Katy Perry, who was not in attendance Friday.

With the production company, Trudeau follows in the footsteps of former U.S. president Barack Obama and first lady Michelle Obama, who in 2018 founded Higher Ground Productions.

Their projects include the 2023 biopic “Rustin” and documentary “American Symphony.”

Harry and Meghan, the Duke and Duchess of Sussex, also launched a production company after stepping back from their official roles with the Royal Family.

Archewell Productions created the podcasts “Archetypes” and “Confessions of a Female Founder,” and the unscripted series “Harry & Meghan” and “With Love, Meghan.”

This report by The Canadian Press was first published Sept. 11, 2026.