Aida Ashenafi, film director, producer and editor, has been working in New York, United States, for six years, and moved to Ethiopia in 2000. She began her career at Jive Records in New York City. She later co-founded Sauce Entertainment, a New York-based production and post-production company. She has produced various TV commercials for companies such as Nike, Panasonic, Coca-Cola and Dark and lovely. She supervised music videos for R Kelly, Backstreet Boys, A Tribe called Quest and many more. Aida also produced various films like ‘’I Think I Do” and “Media Noche”.