PFL AUSTIN.
Role: Art Direction. | 2026.
Deliverables: Branding, Marketing materials, Digital/social assets
OVERVIEW.
PFL Austin was originally centered around a World Title rematch between Johnny Eblen and Costello Van Steenis. With an existing history between the two fighters, the campaign was designed to emphasize the significance of their rematch while establishing an identity rooted in Austin, Texas.
Fight History - Flashbacks to Their First Fight
The Rematch - Roman Numeral II
Texas Identity - Western Inspired Details
CREATIVE DIRECTION.
The creative direction paired a championship gold palette with subtle country and Western influences. A prominent Roman numeral “II” immediately established the rematch, while imagery from their first meeting was incorporated as visual flashbacks throughout the composition. Star motifs, textured typography, and warm atmospheric treatments added a subtle Texas influence.
ORIGINAL CAMPAIGN.
Key Art for Social
Animated Web Banners
Pre-Sale Landing Page
THE PIVOT.
Ahead of the event, Van Steenis was forced to withdraw due to injury, resulting in a new main event between Johnny Eblen and Impa Kasanganay. With the original rematch narrative no longer applicable, the campaign needed to be quickly reworked around the new matchup. The established gold palette, Western-inspired details, and championship feel were carried into the revised creative, allowing the campaign to adapt on a quick turnaround while maintaining a consistent visual identity.
Final Campaign Key Art
Key Art for Social
Email Assets
Email Hero Image:
Footer:
Video Marketing Frames
Social Assets
Evergreen Instagram Carousel
