A new studio dedicated to the production of fashion content has launched in Leeds to help brands meet the growing demand for campaign content without compromising creativity or quality.
Aida has been founded by a team of fashion production specialists, drawing on almost a decade of experience delivering large-scale campaigns through sister creative brand agency Edna, including work for Primark.
Rather than positioning itself as an AI studio, Aida is focused on using new technology to improve the production process, while keeping creative judgement and control firmly with human beings.
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Courtney Dodds, co-founder of Aida, said: “The most interesting campaigns rarely fail because the ideas aren’t there. They fail because the production model isn’t always built to support them. Technology gives us new possibilities, but knowing what to use, what to protect and where human judgement matters is just as important. That’s where we come in.”
Aida’s launch comes as conversations across the industry increasingly move beyond whether AI can create imagery and towards how new technologies can be adopted responsibly, with greater emphasis on creative control, trust, governance and smarter ways of working.
Helen Collier, co-founder of Aida, added: “Through our work with leading retailers like Primark, we’ve seen firsthand how dramatically production requirements have changed for brands. Every campaign now needs to deliver more assets across more channels, often with tighter budgets and faster turnaround times.
“We call our approach Production 2.0 – combining experienced producers, specialist creative talent and intelligent technology to redesign production for today’s demands. Brands shouldn’t have to choose between creative ambition and commercial reality. That’s the problem Production 2.0 solves.”
Luxury fashion brand Solace London is among Aida’s first clients. Director Ryan Holliday-Stevens said: “The team at Aida clearly demonstrated they could help us become more agile while maintaining the creative standards central to Solace London. We’re already exploring new ways of working together that will give us greater flexibility and reduce the number of shoot days we need.”
Aida is now working with fashion and lifestyle brands looking to rethink how their campaign content is produced, from planning and creative development through to delivery.
Collier concludes: “We want to work with brands that are ambitious about what they create, but realistic about the pressures of getting it made. There’s a huge opportunity to rethink production, and that’s what Aida is here to do.”
