Unless it's two icons of wrestling or they're fighting for a title, or the opportunity at a title, I don't really think you can.
You'd just have to do the first singles match where one of them gets frustrated at the other for kicking out or doing something else to get caught up in the heat of the moment so the ref has to seperate them, it doesn't make either of them heels by doing that just frustrated, thats what they'll end up doing with Reigns and Cena except they should actually turn him heel.