Leeds studio Aida launches to bring AI-enhanced production to fashion campaigns

A new fashion content production studio, Aida, has opened in Leeds to help brands keep up with rising demand for campaign content while protecting creativity and quality.

It was set up by fashion production specialists who have spent almost ten years delivering large campaigns, including for Primark, through sister creative brand agency Edna.

Aida does not present itself as an AI studio. Instead it uses new technology to improve the production process, with creative judgement and control remaining with people.

Co-founder Courtney Dodds 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.”

The studio launches as industry discussion shifts from whether AI can generate images to how new tools can be used responsibly, with more attention on creative control, trust, governance and better working methods.

Production 2.0

Co-founder Helen Collier said: “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.”

Luxury fashion label Solace London is one of 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 working with fashion and lifestyle brands that want to rethink how campaign content is made, from planning and creative development to delivery.

Collier said: “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.”