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GARRETT MARSHALL HILLEGAS

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PFL BELFAST

In the world of professional MMA, it’s rare that everything lines up perfectly. But when it does, it creates a moment that feels bigger than the sport itself. So when the Professional Fighters League made the decision to bring Paul Hughes back to his hometown of Belfast, it was immediately clear this was more than just another fight announcement. It was a storytelling opportunity rooted in identity, pride, and momentum. With a surging hometown star, one of the most electric crowds in combat sports, and a dynamic opponent in Jay-Jay Wilson, the stage was set for something visually and emotionally compelling.

Services

Art Direction, Social,

& Motion

Art Direction,

Social, & Motion

Client

PFL

Team

Juliana Barcia
& Kaeli Flores

Juliana Barcia & Kaelii Flores

Year

2026

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Announcing Hughes’ return required more than simply showcasing two fighters. The challenge was to distill multiple narratives into a single, striking key visual. On one side stood Hughes, the composed hometown hero carrying the weight and energy of Belfast. On the other was Wilson, the hungry Maui warrior willingly stepping into hostile territory. Between them sat the unspoken third force: a city and culture deeply familiar with resilience, conflict, and pride.
 

To bring this tension to life, I began by defining the emotional and visual language of each fighter. Hughes is calculated and focused, so his portrayal leaned into precision. A narrowed gaze, composed stance, and controlled energy communicated his professionalism and readiness. Wilson, in contrast, embodies raw intensity. His depiction leaned toward expression and movement, drawing from warrior iconography to emphasize his unpredictability and ferocity. Positioning them in direct opposition allowed their differences to do the storytelling without unnecessary noise.

The composition became the bridge that unified these opposing energies. Placing both fighters inside the PFL cage grounded the visual in the reality of the sport, while the surrounding wall of fans amplified the stakes. The crowd wasn’t just background texture. It functioned as a living, breathing force, reinforcing the idea that this fight belonged to Belfast as much as it did to the athletes themselves. Every element pointed back to anticipation, tension, and spectacle.
 

To tie it all together, the atmosphere leaned heavily into the identity of the location. A wash of green light paid homage to the island’s cultural palette, subtly reinforcing national pride without overpowering the fighters themselves. The result was a cohesive visual narrative that captured more than just a matchup. It communicated a collision of styles, personalities, and environments, all converging in a moment that felt inevitable and electric.

Key Artwork

Key Art

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OOH Belfast

Key Art

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Matchups

Quote Card Social

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Video Endcard

Key Art

MORE TO COME!

More creative to come after PFL Belfast concludes!

Misc. Social

Quote Card Social

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Ticket Promos

Quote Card Social

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Fight Card

Wordmark

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In Venue

Quote Card Social

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Sherdog Takeover

Quote Card Social

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Paid Social Media

Quote Card Social

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Email Gifs

Quote Card Social

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Who Yout Got? Instagm Story

Quote Card Social

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Social Media Profile Cover

Quote Card Social

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Location Based Posters

Quote Card Social

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Paid Media Banners

Quote Card Social

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All Projects

Garrett Marshall Hillegas

Motion Designer & Art Director

New York / New Jersey

Garrett Marshall Hillegas

Motion Designer & Art Director

New York / New Jersey

  • Instagram
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Garrett Marshall Hillegas

Creative Leader & Visual Designer

New York / New Jersey

  • Instagram
  • LinkedIn

New York / New Jersey

New York / New Jersey

New York / New Jersey

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