WHO WE ARE

Data Driven Creativity

•

Crafty Entrepreneurship

•

Transparency

•

Collectiveness

•

Data Driven Creativity • Crafty Entrepreneurship • Transparency • Collectiveness •

OUR STORY

Created in 2025 by Paula Layoun and Maxime Horbez, the Blue Foxes group emerged to build upon the foundations they had laid under the Jellysmack Originals banner. It represents a complementary alliance between creating content for our channels, but also for our partners.

The adventure truly began in 2016 with the creation of our first channel, "Oh My Goal," aimed at engaging football fans on social platforms. "Gamology" followed a few weeks later, focusing on the world of video games, then "Beauty Studio," "Binge Society," and 150 other channels and shows that today make up Blue Foxes' owned and operated brands.

The group has expanded worldwide, with particularly strong presences in the United States and France. Every day, the Blue Foxes teams produce around a hundred pieces of content, distributed across more than 10 different platforms to engage millions of people daily. The Blue Foxes formula is clear: use data to fuel creativity. And always remain convinced that every piece of content can be improved.

CO-FOUNDERS

  • Paula Layoun

    CEO & Co-Founder

    Raised across Canada, Lebanon, and France, Paula's multicultural and audiovisual background has deeply influenced her ability to craft inclusive, high-impact content.

    She played a key role in developing and driving growth in beauty verticals and shaping original productions from 2017 to 2022 at Jellysmack, and later took the lead alongside Maxime of Jellysmack Originals, which evolved into Blue Foxes in 2025.

    The mission is clear: to merge creativity with data-driven insight—because every story deserves to be better told.

  • Maxime Horbez

    CEO & Co-Founder

    Maxime spearheaded and led various sports & gaming projects during Jellysmack’s years of hyper-growth. He played a key role in turning Oh My Goal into the most-watched football brand on global social platforms from 2018 to 2023.

    In 2022, he co-founded Jellysmack Originals with Paula Layoun to help the company’s owned channels fully unlock their potential. The entity evolved in 2025 to become Blue Foxes, a creative and strategic powerhouse dedicated to social-first content.

    Maxime firmly believes that collective intelligence outweighs individual talent*.


    *Beyond being an inspiring motto, it’s also a reminder that his football “talent” has always led him to play as a goalkeeper.

Photo credits: Tracey Lund Photography

WHY BLUE FOXES?

Blue Foxes was inspired by the rare Arctic variant known for its intelligence, adaptability, and resourcefulness in the harshest environments. Like the blue fox, our team thrives by staying sharp, agile, and creative—leveraging data-driven insights to craft high-impact content that adapts to ever-changing digital landscapes. 



Our name reflects the values we embody:

Data Driven Creativity

Innovative and strategic approaches backed by data.

Crafty Entrepreneurship

Clever, resourceful, and entrep reneurial thinking.

Transparency

Open, clear, and honest communication.

Collectiveness

Cultivating collaboration and community.