With a nationwide retail launch on the horizon and a bona fide icon at the helm, Dwayne “The Rock” Johnson’s new men’s skincare brand Papatui was set to make a big splash. Equipped with a killer founder story and an essential set of brand tools, we set out to build the world of Papatui—-luxe, warm, and serene-—and bring the brand to life, from a wide bank of multi-use imagery to a billboard in Times Square to cheeky how-to testimonials with the Rock himself.