Carving a bust out of stone to cement human transformation.

CLIENTCan’t Hurt Me - David Goggins

PROJECTCarved in Stone

SUMMARYDavid Goggins is known around the world as the hardest man alive. His autobiography, Can’t Hurt Me, details a story of incredible transformation: from an obese, pest controller, to an ultra-endurance, Navy SEAL officer. However, if you were to judge the book by its cover, it wouldn't reflect the grit, toughness and determination of Goggin’s unbelievable story.

Born from the saying that something ‘carved in stone’ is not able to be changed, I created a ‘stone’ carved bust of Goggins to communicate the sheer will power and brute force it took to sculpt this new persona. The stone carving was used to adorn the cover of his first book, Can’t Hurt Me, and act as a metaphor for the rock-hard man you were about to discover inside.