TNT has partnered with movie and music video Director X (Julien Christian Lutz) on its new campaign for All Elite Wrestling’s AEW Dynamite, which airs Wednesday nights on the network.
The campaign, “Boundless,” tells the story of the underdog wrestling league whose stars bet on themselves to create All Elite Wrestling, an upstart competitor to the well-entrenched WWE.
“Director X is the perfect partner to showcase the AEW brand with his distinct visual style that uniquely speaks to a new generation,” said Melissa Chambless, executive vice president, marketing, TNT, TBS and truTV, in a statement. “His ability to bring these wrestlers’ incredible stories to life in such an authentic way thoroughly manifests our ‘Boundless’ campaign.”
The short film is filled with stylistic images of the league’s stars, fitting several stories into two minutes.
“Like me, I think a lot of people will relate to the stories shared in this video,” said Director X, also in a statement. “I know what it’s like to be doubted, being told ‘you can’t do this,’ but AEW is proof that by believing in yourself and not listening to what the world is saying you can and will do it. This isn’t B.S. It’s real.”
Director X has won video director of the year at the 2016 BET Awards, best hip hop video at the 2020 BET Hip Hop Awards and best video at the 2020 MTV European Music Awards. He’s directed music videos for the likes of Drake, Kendrick Lamar, Rihanna, Jay-Z, Kanye West, Usher, John Mayer and more.
As one wrestler says in the video: “If you don’t believe in yourself, why would anybody believe in you?”