Seeking to frame WWE's developmental league as anything but MINOR, we took the approach of NXT being more of an exclusive underground fight club that only cool people know about. We took great care at making the look and feel of this campaign much different than RAW thinking of RAW as seeing a successful band at a stadium but NXT as a indy bar show you first saw that band perform.
CREATIVE PARTNERS: Stan Rapoport, Kate Walter, Lussier, WWE
Using different camera angles we showcased NXT more through the eyes of the fans than through the TV cameras. The result was a gritty, DIY feel that showed WWE viewers NXT was something VERY different.
TEASE
WE ARE NXT
Using VO from the Superstars themselves we used buzzwords and descriptions never used to describe a WWE product before.
THIS IS AWESOME
Putting the spotlight on a phrase WWE fans have deemed as a mark of excellence.
KEYART
Keeping with the indy band feel we pulled inspiration from B/W band posters using high constrast to show the unpolished grit of of the show.
THE UNDERGROUND
Dialing in HARD on the unpredictable and uncensored feel of the show.
Tying into the hard hitting, aggressive nature of the action, we made graphics that would pair well with heavy metal music and insanity.
GRAPHIC SYSTEM
With the vast majority of audience being unfamiliar with this new brand of talent it was essential to make character spots to introduce the roster.
CHARACTER PROFILES
