Forwards is Boring

Desigual is a Spanish high-street fashion brand that (despite being born in hedonistic mid-80’s Ibiza) is now worn by geography teachers and soccer mum’s.

Fully aware of the fashion graveyard they’re plumetting toward, Desigual are on a mission to turn things around, and one way they decided to do this is to literally flip their logo backwards. On their stores... on their clothes... on everything.

They then realised this was a big decision and asked our help in giving them a reason why. We told them it’s obvious. Because fowards is boring, duh...

The film didn’t really turn out the way I envisioned, but the idea is strong, and I like the stills we managed to shoot between scenes.

I also wrote some posters for a generation of backwards-facing selfie-takers (a.k.a. our target audience), which were flyposted around Barcelona & Madrid, and ran across their EU stores.

*If you’re struggling to read them, simply take a selfie.

When we went to Barcelona for the SS20 collection launch, it turned out they liked my manifesto so much, they not only printed it in the entrance of their HQ, but also on the front of all 900 catwalk booklets. Yikes.


Agency: WE ARE Pi  Creative: Tom Bird Creative Director: Barney Hobson Designer: Seth Josephs Account Handler: Agathe Derrstroff Production Company: Sauvage Director: Lisa Boostani

© 2019  – Tom Bird Is The Word