TACTYC Studio created a motion piece for Saudia, working with Landor and Eiger, to make the cooling, wicking and rapid-drying properties of an ihram garment visible. The creative world is rendered entirely in white through macro views of crystals, woven fibres and droplets, using cloth simulation and 3D/VFX.
Landor collaborated with Saudia to create 'The Coolest Ihram'—a reengineered pilgrimage garment that integrates cooling technology to protect pilgrims from extreme heat. The project combined cultural authenticity, technological innovation, and minimal packaging design to extend Saudia’s brand promise of hospitality and innovation beyond aviation.