When Dustin Rhodes jumped ship to WCW in 1999, the promotion had a conundrum on their hands. He had gotten over in the WWF as Goldust, one of the most instantly recognisable images in the history of wrestling, but would obviously be unable to continue this character after leaving the company. WCW's solution was to rebrand Rhodes as the notorious Seven. Seven used all the magnificent creepiness of Goldust and took it way over the top, sacrificing originality to create the sort of disturbing (but generic) character usually seen in horror movies. Rhodes replaced his iconic gold and black facepaint with an all-white look, and wore Undertaker-esque black attire from top to bottom. The character didn't last long, as the network's Standards and Practices department took issue with Seven's introductory vignettes. They depicted the character stood ominously outside a child's bedroom window, a ludicrously unsettling idea which saw the gimmick rightfully canned before it got off the ground.
