About Aether
Africa is full of incredible businesses, people, places and stories. We are here to turn them into things people notice, remember and talk about.
Our point of view
We build campaigns, films, digital experiences, social content and brand ideas around one simple question: why should anyone care? Beautiful work without a reason is decoration. Our job is to find the reason, then turn it into something people can see, feel and remember.
The founders
Carl brings over a decade of experience across advertising, production, digital content and marketing. Before co-founding Aether Africa, he worked as Production Manager at Ninani Group, contributing to major commercial productions in Ghana. At Aether, that experience shapes the agency’s work across campaigns, film, content and creative execution.
Yasmine is a Caribbean-born creative and digital marketer from St. Maarten whose background spans creative direction, digital marketing, branding, content and visual storytelling. Her creative education includes studies at the New York Film Academy, alongside her certification as a Digital Marketing Professional through the Digital Marketing Institute in Ireland. Well-travelled and internationally exposed, she brings a perspective shaped by different markets, cultures and creative environments. As Aether’s Creative Director, she works across brand strategy, creative direction, digital strategy, content and visual storytelling, combining her Caribbean and international perspective with the agency’s Ghanaian foundation.
Experience behind Aether
Before co-founding Aether Africa, Carl Kumedzina worked as Production Manager at Ninani Group, contributing to commercial productions and campaigns for leading brands across Ghana. That experience now forms part of the production knowledge, creative thinking and industry expertise behind Aether.
Selected projects Carl worked on while at Ninani Group. These companies are not presented as Aether Africa clients.
The Aether Way
We question the obvious before we create anything.
Every visual, campaign and idea needs a reason to exist.
Technology has changed the creative game. We use it.
Global does not mean generic. Our perspective is our advantage.
Attention is rented. Emotion is remembered.