Here's how I'd go about it...
I like the vignette concept for new/newly packaged guys to reintroduce them to the audience. Ryback, as it stands now, is a Terminator type gimmick so I'd initially go off of that. We see footage of him with Terminator like mannerisms, dismantling guys in quick fasion (I'm thinking cut-aways, highlighting specific moves, etc.) Futuristic music and laser sound effects dominate the soundtrack on these promos.
Every vignette ends strangely though. The promo cuts away, the screen goes ominously dark, then we hear someone, voice-distorted and robotic saying a one-off like "he's a cyborg now... uh, ok?!?" and "huh... wasn't that movie popular like 20 years ago?" and "What in the world is he thinking?"
This goes on for a few weeks until Ryback finally makes his debut against a squash jobber. His music hits... the same futuristic theme and laser noises we heard in the vignettes. He appears and is dressed in a WAY over the top cyborg gimmick. I mean, this looks like stuff you'd buy at the Halloween store for your kid... plastic and quite ridiculous. This is obviously a joke gimmick or one intended for the younger demographic. He starts making his way down the aisle using machine-like mannerisms. He stops short though, looks up at the Titantron, sees himself, and puts his head down. He just stands there. He won't get in the ring. He's motionless, as if he's contemplating his entire wrestling future and what going out like that will mean to his career.
After a minute or two of no activity, we go to commercial. When the show returns, Ryback is still standing in the aisle facing the Titantron. Head down, won't go to the ring, still motionless. Cole continually questions what's going on and claims that Ryback is sabotaging his career. King makes a joke that perhaps Rybacks batteries have run out.
After several minutes, John Laurinaitis comes out and starts speaking to Ryback. At first calmly, then more aggresively as Ryback continually fails to respond. We can't make out everything said, but the parts we do hear are "this is your future Skip", "we already talked about this", and "now get out to that ring or you're done."
Ryback, begrudgingly, heads out to the ringside area with Terminator persona now completely intact, as if the last 5 minutes or so never happened. Before setting foot inside the ring, Ryback pauses again and then in one fell swoop we see Sheffields face change from his stoic Terminator persona to one of vile anger and disgust. In almost one motion he tears off the horrible cyborg gear and enters the ring, hitting all of the moves we've seen in the promos, but eyeballing Laurinaitis on the rampway after each one, with that same look of unbridled disgust.
About a minute later we get the 1-2-3. Match is over, Ryback is the winner in a total squash. Much like the fans, Laurinaitis doesn't know what to make of all this. Then it all becomes clear when CM Punk joins Laurinaitis on the rampway, big smile on his face and applauding. Punk grabs a mic and gets the following points across:
1. He's still the voice of the voiceless, speaking out anytime an injustice is being committed, especially from Laurinaitis.
2. Reveals he is the one behind the robotic voice heard trashing each and every Ryback video at the end.
3. Stating that him using a robotic voice to hide his identity was about as ridiculous as what Laurinaitis was going to do to this guy before he even got started again.
4. Put over that despite Laurinaitis telling Ryback he was his only friend in the company, he's not."
Ryback grins menacingly at Laurinaitus in full agreement, as if to say "you're next."
So what did we accomplish here?
1. Swerved/Shocked the audience, building off of the whole "Brodus/Funkasaurus" theme that blindsided everyone, but doing it in a reverse kind of way.
2. Hooked up Sheffield to one of the stronger feuds in the company right now (Punk/Laurinaitis), while giving Ryback a side-story of his own.
3. Re-solidified Punks status as the "voice of the voiceless" since Ryback couldn't/wouldn't speak out for himself being a younger guy.
4. Further established Laurinaitis as a guy who has his own agenda and accomplishes what he thinks is good, versus what is ultimately good for the company and its Superstars.
5. Most importantly, established Sheffield as a "breakout" type guy that we should care about. He does what he wants, when he wants, and will not be bossed around, even by the Executive Vice-President of Talent Relations and interim GM. Put over that he is not to be messed with and he can destroy you, ie; a monster.
