UNDER ARMORS: BUILD THE BELIEF

Dwayne The Rock Johnson co founded Seven Bucks Productions, a multi platform production company developing original content across film, television, and digital media.

In partnership with Seven Bucks Productions and Under Armour, we collaborated on the launch campaign for Project Rock, a performance training line rooted in discipline, consistency, and mental resilience.

The creative direction was built directly from Johnson’s own work ethic. We had the opportunity to film him inside his personal training space, observing firsthand the intensity, repetition, and physical strain that define his approach to training. Each movement, each pull and push, becomes a demonstration of belief earned through effort rather than declared through words.

That mindset became the foundation of the design system. Centered on the tagline Build the Belief, the typographic system is constructed from stretched and compressed letterforms that mimic the repetitions of a set in the gym. The typography visually echoes the rhythm of training itself. Repetition becomes a design principle, mirroring the physical cycles of exertion and recovery that shape progress over time. Paired with intimate, documentary style photography, the system reinforces the idea that belief is built through sustained work, struggle, and commitment.

The campaign spans out of home, digital, film, and retail environments.