Rio World Cup

Rio World Cup Studio Pitch

For the World Cup, we developed a studio design pitch built around one of the best backdrops in broadcasting: Rio itself. The design opens the studio right out onto Copacabana, glass panels framing the beach, the bay and the city skyline beyond, so the presenters and pundits sit with the host city glittering behind them rather than a printed backdrop standing in for it. Rather than fixing that view to a single moment, we designed the backdrop to shift with the day itself, from bright Copacabana sunshine to the beach lit up after dark, so the studio always felt in step with whatever time the coverage went to air.

Bold angular gold framing runs through the set, catching the light and giving the whole space real presence on camera, while a sculptural gold table and a glass panel etched with the tournament's own emblem tie the design directly to the event itself. Faint pitch markings run across the studio floor, a subtle nod to the football at the heart of it all without ever tipping into cliché.

It was a chance to pitch a studio that did double duty: a considered, premium broadcast space that also doubled as a love letter to its host city, letting Rio itself become part of the coverage.