Welcome to THE GIMMICK, a Coen Brothers-style dark comedy from AHOY Comics, writer Joanne Starer (Sirens of the City; Away From Here) and artist Elena Gogou (Quests Aside). The Undertaker. Danhausen. El Santo. Every wrestler needs a good gimmick: a colorful in-ring persona that dazzles the crowd. Then there's wrestling champ Shane Bryant. Shane's a "nice guy" who floats through life with no repercussions and a forgettable gimmick. But Shane's been keeping a life-changing secret: he has super strength. And when he loses control of that strength, punching his fist straight through his opponent's brain--in front of 2.4 million horrified viewers--everything changes. Now Shane needs a new gimmick--and a new life.

The now fugitive Shane Bryant flees to Tijuana, where he begins a career as a masked wrestler. But Shane's life has too many loose ends to make a clean escape possible. His manipulative mother, his ex-girlfriend, his child, the friends he left behind, and the daughter of the man he killed all want a piece of him....