Post by Create Group

When Ahmed Seddiqi briefed us on their end-of-year campaign, we knew the narrative had to go beyond the commercial moment. “Wrapped in Meaning” became our response. A shift from product to purpose, where gifting was given an added layer of intention. In partnership with Maska, we introduced raw silk wrapping into the customer experience, turning each piece into something to be felt before it is even opened. The work reflects a broader strategic move: away from the expected language of retail, and toward something more human. Grounded in insight, the campaign reframed a seasonal push into an experience that feels considered, emotional, and culturally resonant. Many thanks to Sarah Bahman and  Anne Fenn, it was a pleasure collaborating with you to bring this project to life!

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