W+K Portland came to the Shanghai office with an amazing direction for World Cup 2014. The raw voice of the visual is lucid through their primary font “RhodeRebel”. There was no existing Chinese font that carries similar attitude, so we took on the typography challenge to create an entirely new Chinese typography to communicates the spirit of "Risk Everything". The Chinese typography were later used on out of home and TVC film titles.
Creative Director: Terence Leong, Jayson Atienza
Art Director: Nelson Ng
Copy Writer: Jimmy Chen