Creative Direction
Geoff Greenwood
Anthony Petosa
Adrienne Humphreys
Art Direction & Design
Geoff Greenwood
Sam Valdez
Arena Projection Design
& Animation
Geoff Greenwood
Brian Patience
Set Build & Production
512 Creative
"The Ring Presents: The Underdog" launched at BleauLive Theater inside Fontainebleau Las Vegas during Canelo–Crawford fight week. Stepping in to lead the creative, FocalScape was tasked with architecting a brand-new fight IP from the ground up.
The brief arrived in just two words: "Underground" and "Grit." From there, our team treated the project as an exercise in pure world-building. Drawing from underground fight culture, subway textures, urban decay, layered street graphics, and cinematic tension, we developed a fully realized environment grounded in the mentality of the underdog. Unpolished. Resilient. Relentless.
We engineered a visual identity that completely consumed the venue. By unifying the projection environments, LED content, motion graphics, ring branding, and scenic applications, we turned a traditional venue into a distinct, living arena. The result was a cohesive, high-impact live experience built simultaneously to immerse the fans in the room and captivate the global broadcast audience.
