PFL MADRID.
PFL Madrid. | Role: Art Direction. | 2026.
Deliverables: Branding, Marketing materials, Digital/social assets
OVERVIEW.
PFL Madrid marked a major international milestone for the Professional Fighters League. As the first major global MMA event in Spain, this campaign needed to do more than promote a fight. It needed to introduce the brand to a whole new audience while celebrating the energy and character of Spain. This resulted in an art direction that blended the Spanish inspired elements with PFL's established visual identity, creating a campaign that combined both the spirit of Spain and the essence of the PFL brand.
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National Pride - Spanish Fighter Wrapped in Spanish Flag
Celebratory Atmosphere - Flowing Confetti
Madrid Heritage - Textile Inspired Typography
CREATIVE DIRECTION.
The creative direction centered around blending PFL's branded identity with design elements that reflected the spirit of Spain. Spanish flags were incorporated throughout the campaign to evoke national pride and confetti flowed throughout creative to celebrate the significance of hosting the country's first major global MMA event and to capture Madrid's celebratory atmosphere. A color palette consisting of reds, yellows, and championship gold, paired with Spanish flag imagery reinforced the event's location and altogether these elements came together to create a campaign that felt pride for it's location
THE WORK.
