When WWE 2k20 launched it went viral for all the wrong reasons. The game was received so poorly that 2k cancelled their '21 release, dropped their AOR, and rebuilt the game engine from scratch. We were one of a slew of agencies pitching but we had a pretty solid thought—this game had to hit different. Now I won't lie, our initial idea was more Stone Cold CEO whooping developer a$$ than WWE Superstars playing kumbaya with 2k but hey, we created an announcement trailer and launch spot that captured the vibrant chaos that is the WWE, put out splashy graphics-centered social content, and hired Machine Gun Kelly to produce the soundtrack before his mainstream glow-up.
WWE 2K22: It Hits Different
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