Creative collaboration powerhouse, DOMO, has taken the lead in a groundbreaking year-long campaign for Under Armour’s Project Rock athletic apparel line, featuring none other than Dwayne “The Rock” Johnson.
Director André Stringer spearheaded a series of 19 films for “Step In — The Project Is Calling,” culminating in the release of the campaign’s concluding film this month.
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The collaboration between DOMO, Under Armour, and Dwayne Johnson resulted in the launch of three new collections under the Project Rock banner. With a focus on motivating athletes, DOMO played a pivotal role in campaign strategy, ideation, live-action production, editorial work, and original music creation.
“Step In – The Project Is Calling” echoes the campaign’s title, activating a growth mindset among Project Rock consumers and establishing a deeper connection with one of the world’s most influential personalities, Dwayne Johnson.
The films, featuring Johnson alongside a cast of athletes, aim to resonate with diverse audiences, encouraging them to see Project Rock products as essential elements of their personal journeys. DOMO, known for its co-creative prowess, not only produced the films but also played a crucial role in developing the campaign’s messaging, introducing Project Rock to the world. Watch below:
REELated:
Stringer expressed, “Project Rock is the brand of a cultural icon. Dwayne Johnson’s words carry weight; he holds a unique power to bring people together to set ablaze a cultural movement. This campaign is more than a series of product launches — it’s a generative platform that brings together Under Armour, Project Rock, Dwayne Johnson, and their communities into cohesion, unlocking boldness, creativity, power, and possibility.”
Ginger Boyd, the campaign’s creative lead writer, emphasized the concept of recognition, stating, “Allowing the man himself to call athletes into the community directly was the missing piece that would ratchet up the intensity and efficacy of our work and the Project Rock brand as a whole.”
Seeing an opportunity to align Project Rock with Under Armour’s core brand pillars, DOMO strategically harnessed the relationship between the product and Johnson’s substantial built-in audience. The thematic elements of the films include concepts like betting on oneself, inspiring confidence, taking the next step in a daunting journey, and expanding one’s mind — all of which intertwine Dwayne Johnson with the activewear brand.
CREDITS:
BRAND: Under Armour
AGENCY/PRODUCTION COMPANY: DOMO
- Executive Creative: Andre Stringer
- Managing Partner, Executive Producer: Rani Melendez
- Chief of Staff, Executive Producer: Alison Bayer Brown
- Creative Lead, Writer: Ginger Boyd
- Account Senior Producer: Erik Press
- Local Production Services: The Light
- Producer: Kristine Mathason
- Production Supervisor: Juan Zuniga
- First Assistant Camera: Tanner Stauss
- First Assistant Camera, B Camera:
- Second Assistant Camera: Carla Sosa
- Gaffer: Alvaro Huerta
- Key Grip: Manuel Gonzalez
- DIT: Jennifer Gailpult
- Props Lead: Juliana Mesa
- Stylist: Mila Kastari
- Make-up: Teresa Morgan
- Hair: Keema Change
- VTR: Karina Rodriguez
- Sound Mixer: Juan Merlo
- Boom Op:
- BTS: Nikolaus Jung
- Photo Tech: Andrew Claridge
EDIT: DOMO
- Editor: Nathan Caswell
- Assistant Editor: Sophie Kornberg
- Post Producer: Erik Press
- VFX Artist: Sven Dreesbach
- Colorist: Tom Poole
- Sound Mixer: Joe McHugh
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