Dwayne Johnson is well-known for his time in the WWF/WWE as The Rock and his subsequent acting career that has seen him reach the heights of Hollywood’s highest paid actor. But, despite never being afraid to dive head-first into something new, not many could’ve smelled what The Rock is cookin’ this time around.

The 6-foot-5, 258lb behemoth has now added a creative ad agency to the portfolio of things he is laying the smackdown on. The agency is called Seven Bucks Creative and is the latest addition to Johnson’s Seven Bucks banner, joining firms such as Seven Bucks Productions and Seven Bucks Digital Studios.

The People’s Champion obviously isn’t new to the world of brand work having developed Project Rock – a co-branded Under Armour lifestyle line – along with Droga5 and WME, as well as his recent Siri campaign for Apple. The only difference now is that he will be dropping his elbow directly into involvement with the agency.

Johnson has co-founded the creative firm with Dany Garcia, his manager and ex-wife who keeps him from ever hitting rock bottom. According to AdAge, the agency will be led by chief marketing officer Chet Gulland, former head of strategy at Droga5.