Project Rock - All Day Hustle

I was invited by The Rock's production team, Seven Bucks, to help launch All Day Hustle — Dwayne Johnson’s new activewear line with Under Armour. Inspired by his absolutely herculean daily efforts as the highest paid celebrity in the world and one–man media platform, I generated a concept for his launch: Build, Break, Build. It meant breaking something down so you can build something better in its place. It also matched perfectly with the Project Rock brand line: Build The Belief. I crafted 2 separate scripts, one for the minuscule amount of time that we could have with him in his private gym between his film shoots, and another to highlight the gear that normal human beings can wear, too. DJ loved them so much we cut 4 extra teasers for his IG. Collection sold out immediately.