Art direction | Unit9
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Heels: Duffy Wrestling League
The background
To celebrate the hotly-anticipated launch of STARZ’s pro-wrestling drama Heels, we’ve created an interactive microsite to whet fans’ appetites and immerse them in the tumultuous world of Jack and Ace Spade.
The execution
Choosing actions to navigate through the site, users are transported to the small town of Duffy where tensions are rising between the rival brothers, learning details of the blood, sweat, and tears that go into each match, before soaking up the atmosphere ringside as the wrestlers prepare for their big fight.
A faithful three-dimensional replica of the show’s key sets and locations allows fans via webGL to step through the doors of the DWL Dome, take a walk down the Hall of Champions, explore and learn all about the show’s main characters and their biggest fights, and step into the ring to witness first hand what it means to go Face vs Heel.
The results
Fans and press loved it. The immersive microsite was unveiled at the 2021 San Diego ComicCon and immediately became the official digital destination for all things Heels, as fans were able to watch the trailer premiere, keep up with SDCC announcements and exclusive content, and share their personalized ticket to the main event on August 15; the epic Heels series premiere!
