Ahmed Seddiqi, Create collab for 75th anniversary campaign, brand refresh

Ahmed Seddiqi has officially launched its refreshed brand and 75th anniversary campaign, unveiling a bold new direction for the luxury retailer, which includes dropping the “& Sons” from its name.

This marks the first major project between Ahmed Seddiqi and Create. The agency was selected following a competitive pitch process, which witnessed its team present a concept and tagline that resonated deeply with the client’s aspirations.

The winning creative platform became the foundation of a full-year integrated campaign. The scope included film production, static and animated digital assets, in-store branding, social media strategy and execution, and quarterly reporting.

Sugam Bhasin, Senior Group Marketing and Communications Director at Seddiqi Holding, said, “Celebrating 75 years of Ahmed Seddiqi presented us with a chance to augment our positioning in a competitive luxury market, while honouring the legacy of our longest-standing brand.”

Bhasin added, :”The journey thus far has shaped who we are, and the brand’s evolution and reinforced ambition moving forward will no doubt continue to inspire audiences across the region. We look forward to conceptualising impactful moments together with Create. in line with our long-term vision at Ahmed Seddiqi.”

With conceptualisation and execution supported by Create, the integrated campaign centred around highlighting ‘The Difference Time Makes’ serving as the launchpad for its anniversary and an ambitious regional expansion strategy.

Ahmed Seddiqi

In collaboration with directing duo Simon Morehead & James Hulbert from Sovereigns, Director of Photography Mark Hobz, and Art Director Maria Fontela, the hero films developed for the anniversary intended to reflect both the timeless values and modern ambitions of the brand.

Hobz’s visual direction brought depth and elegance to every frame, while Fontela’s historically grounded set design — recreating elements such as the founder’s desk, cabinet and even a period-specific wall clock — brought authenticity and emotional resonance to the scenes.

The content captured the energy of transformation while maintaining reverence for the legacy built since 1950.

As Ahmed Seddiqi expands into new avenues and adds new luxury brands to its portfolio, Create. aims to support across integrated touchpoints, from campaign strategy to social media rollouts in the UAE.

CREDITS:

Client: Ahmed Seddiqi

Agency: Create Group, Create Production and Assembly Global

Direction: Simon Morehead and James Hulbert from Sovereigns

Director of Photography: Mark Hobz

Art Director: Maria Fontela

Production House: Create Production

Producer: Muhammad Ashraf

Business Lead: Vanessa Miranda

Senior Account Manager: Maha Al Refaee

Executive Creative Director: Kim Jerbo

Creative Director: Omar Roan