A badass campaign for the ultimate badass. It was vital to the overal strategy to convey that Straight Up Steve Austin was a talk show for people who HATE talk shows. Action, outdoors and fun fun fun was paramount. Like Steve himself we made everything feel strong and hell raising but also fun and lighthearted.
CREATIVE PARTNERS: Veronica Cepero, Rob Edmond, Jennifer Khan, Lisa Fleming, Patrik Giardino, Lussier, Blackspot
IMAGE SPOT
Given this campaign was done in the heart of COVID we took full advantage of the limited time we had with Steve. Conceptualizing video and gallery asset as the same set up. What resulted was Keyart, GFX and video for the whole campaign being captured in just two hours.
ULTIMATE DAY
Showcasing some of the kickass activities and hell raising fun Steve is about to have with his celebrity friends.
SMACKTALK
Steve introduces this seasons guests they only way he knows how...by talking trash to them!
HELL YEA!
Fun montage of Steve's guest saying his iconic phrase while doing badass activities.
KEYART
Like the cover of a magazine, Steve is featured looking cool and confident, inviting us to take the ultimate trip with the ultimate badass.
Utilizing our shoot with Steve to full effect we used the footage to make our backplates and endpage with bold USA brand text.
GRAPHIC SYSTEM
WWE EXCLUSIVE LOOK
With WWE RAW as the lead in it was essential to retain that audience. We aired an exclusive look of Steve and WWE Superstar Charlotte Flair within RAW as a way to make viewers stick around for more action and WWE.
TWO HELL YEAS AND A LIE
Digital piece showing more of the show but also dialing in on the fun and interesting things about Steve.
MANY RANGES OF HELL YEA
Like Groot in Marvel, Steve's "Hell Yeas" have many subtle levels. Steve takes us through how best to use them at any given time.