Project Rock
Amplifying The Rock’s “Day One” Work Ethic
Just weeks away from a photoshoot booked at Dwayne Johnson’s former high school in Hawaii for Project Rock’s new collection inspired by that same school, The Rock’s team reached out to us for help with an important campaign question–what’s the story?
OUR APPROACH
True to DJ’s ethos, we got to work. Digging deep into the brand, we found inspiration in the Rock’s frequent mantra “It’s either One Day or Day One,” building a campaign that imagined a young DJ first hearing the call of something greater inside himself.
THE IMPACT
From collection naming, to scripting, all the way into art direction that informed the riveting production, our work became an anthemic, social-engagement-driving call-to-action voiced by none other than The Rock himself.
