Problem / Objective:
SAAF Garments set out to express its founding vision: blending South Asian heritage with a global design language. Campaign II needed to feel culturally rooted while speaking to a modern, style-forward audience—specifically through a tribute to New York City’s evolving identity.

Approach / Solution:
Kudoz Creative partnered with Founder and Creative Director Osama Syed to bring New York State of Mind to life. We crafted visuals that honored the city’s energy and diversity, ensuring each hat felt intentional, contemporary, and reflective of SAAF’s cultural point of view.

Impact / Outcome:
The campaign reinforced SAAF Garments’ identity as a brand that bridges heritage and modernity, using thoughtful design and storytelling to connect with a global audience while remaining grounded in culture.