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.

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.