Mainevent Rebrand — Branding & Content
The new Main Event brand aims to be brave, disruptive, edgy and full of self-belief. The multi-platform brand appeals to a wide demographic of contact sport lovers. The simple overarching concept asks sports fans, what is your tribe? Are you tribe AJ or tribe Ruiz Jnr, Wilder or Fury? Each tribe is represented by a tribal M or E.
Early Look Development
The launch spot displays how followers of those tribes wear their marks with pride and display their support for a warrior. An iconic Frankie Goes to Hollywood track, (Two Tribes Goes to War) was re-recorded by Chaii, an edgy female rapper, taking the track in a darker, contemporary direction, reflective of the brand. Under the creative direction of Chris Wilcock, I helped developed the launch spot from animatic through to the final spot.
To support the tribal concept we introduced a mechanic of conflict and contrast. Glossy leather contrasted rough stone textures throughout the house style elements of the brand. Channel idents carried conflicting messages such as Rags / Riches, Pain / Gain and so on. Sonically the composers took classical music and injected contemporary music styles and samples in an attempt to conflict and disrupt.