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Brand
Project Rock
ProjectEvery Side of Strong - Sanctuary

Project Rock Every Side of Strong - Sanctuary 2025

Associated creatives

Zambezi
ZambeziAgency / Creative
FIN Studios
FIN StudiosProduction

Tags

dwayne johnsondwayne johnson fishingman fishingproject rock campaigndwayne johnson working outman lifting weights

Description

This commercial spot for Project Rock titled Every Side of Strong features Dwayne Johnson reflecting on his personal sanctuary across tranquil rural landscapes and intense gym training environments. The video opens with Johnson fishing by a serene lakeside at sunrise, before transitioning through scenes of walking horses on Mana Farms and lifting weights in an industrial gym. Directed by FIN Studios with creative agency Zambezi, the film balances quiet outdoor reflection with powerful physical exertion. The natural lighting and muted earthy colour palette emphasise grounding themes of mental and physical resilience.