CBC World Cup 2014

Set Design AKA Creative, Inc.

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Set that was used for CBC’s coverage of the 2014 World Cup in Brazil.

Upcycling was one of the key strategies in the AKA’s design for the 2014 Brazil World Cup studio for CBC. Reusing elements from their 2010 World Cup set as well as technologies from their studio returning from the Sochi Olympics, AKA was able to transform and create a unique look that embodies the energy and feel of the host nation, Brazil.

The country is a vibrant patchwork of cultures and landscapes: beaches, mountains, jungles and cityscape. The design seeks to capture that feeling of intersection and diversity. References to stadium structures are gritty and raw and evoke the feeling of being in the stands one of the 12 football venues.

“We had several existing pieces from old sets that we knew were of value and wanted to be strategic about how to spend the client’s money. We also worked very diligently to make the set look as new, fresh and event specific as possible,” said AKA Creative Director Kyle Sanvictores when asked about some of the challenges of the project. “We had to be very clever about recladding and refinishing elements to make them look new. We relied on graphics and lighting to help tell a new story with an existing set infrastructure.”

Large video backdrops behind the main desk connect the studio to the various locations around the country.

A large 4 x 4 video wall was installed adjacent to a football pitch area for stand up play-back analysis as well as double enders. AKA incorporated an interactive touch screen for play specific breakdowns and recaps. A unique foreground element was designed using 12 historic balls from the past World Cups designed by Adidas.

“It was a unique opportunity that really forced us to flex our design muscles. We always strive to be innovative and non-formulaic about each of our projects. The fact that we were given a collection of elements to reuse made us think that much harder about how to make the design work and come alive to FIFA fans watching at home.”