Sardor Babaev

Sardor Babaev is the PR & Creative Director at We Digital (Tashkent) with over 15 years of experience in the creative and PR industry. He has spent around 8 years developing and leading socially impactful CSR initiatives.

One of his most prominent projects is Ornaments, created for TBC Bank — a cultural and research-based initiative that involved digitizing over 500 Uzbek ornamental patterns, organizing expeditions across the country, and integrating cultural heritage into modern branding. The project received national and international acclaim.

In 2018, Sardor gave a talk at Mobicon titled “Why video blogging in Uzbekistan must die,” as the creator of independent media projects NEVKURSE and IN DA HOUSE.

He is a recipient of international creative awards as a CSR project curator and has served on the juries of various festivals. Sardor draws creative inspiration from contemporary art, punk rock, video blogging, and esports — sources that fuel his unconventional thinking.