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



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


OOH Belfast
Key Art


Matchups
Quote Card Social



Video Endcard
Key Art


MORE TO COME!
More creative to come after PFL Belfast concludes!
Misc. Social
Quote Card Social




Ticket Promos
Quote Card Social



Fight Card
Wordmark


Quote Card Social




Sherdog Takeover
Quote Card Social

Paid Social Media
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Email Gifs
Quote Card Social



Who Yout Got? Instagm Story
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Social Media Profile Cover
Quote Card Social

Location Based Posters
Quote Card Social



Paid Media Banners
Quote Card Social



All Projects




