Dwayne Johnson’s creative agency Seven Bucks Creative debuts its first campaign directed by Ture Lillegraven to promote Under Armour’s Project Rock. AdAge wrote, “Themed ‘Build the Belief,’ the effort comprises footage of Johnson and others in the throes of real, grueling workouts. The lead video includes a voiceover by Johnson recounting the work and perseverance that took him from just seven dollars in his pocket to his success today.”

Director: Ture Lillegraven
Agency: Seven Bucks Creative
Client: Under Armour x The Rock
Chief Marketing Officer: Chet Gulland
Creative Director: Steve Peck
Producer: Niki Polyocan