“This is the way things should be.

But this isn’t real.

This isn’t the way things are”

We were commissioned to make a short commercial for a charity that campaign for garment workers’ rights in the fashion industry, all over the world.

It’s a sobering subject, with extreme poverty, and horrific human rights violations commonplace - even those making clothes for large brands.

But Labour Behind The Label wanted an ad that was hopeful. Together we wanted to show, that showed that change is possible, and small actions can have huge consequences.

With a limited budget and little time, but a huge breadth of ideas to cover, we needed a creative solution. And that’s when we struck the idea of showing two different worlds by playing the same video backwards and forwards.

Not only was the ad a hit on social media for the client, is was also longlisted for a Berlin Commercial Award.