Trusted by AI forward brands
We know what great imagery looks like
Setset was founded by people who have spent years inside both creative production and AI engineering. We know what great imagery looks like, and we know how to build the systems that produce it at scale.
AI as an extension, not a replacement
How we think about AI and creative teams.
We remove the bottleneck, not the team
The creative direction, the brand vision, the art direction still comes from your team. Setset handles the production that slows everything down: the casting, the studio logistics, the retouching, the formatting. Your team stays in the driver's seat.
Quality is non-negotiable
We work with brands where visual standards are the baseline requirement, not a nice-to-have. Every output is reviewed against your brand guidelines. If it doesn't meet the bar, it doesn't ship.
No training on your data
Your brand assets, product images, and creative direction are never used to train AI models. Your data stays yours. Period.
Founders
Nils Westerlund
Co-founder · LinkedIn
Early SoundCloud. Employee #7 at Runway ML, where he led product, design, and growth through the company's rise to a $5.3B valuation. Second-time founder with deep experience at the intersection of creative tools and AI.
Hampus Lideborg
Co-founder · LinkedIn
15 years building production pipelines for Nike, Hermès, and other high-end brands. Understands the operational reality of commercial content production from the inside. The bridge between creative vision and production infrastructure.
The team
Beyond the founders, a small senior team across engineering, AI, and fashion production.
Engineering & AI
Engineers and applied AI researchers building the no-prompt studio, the model roster, and the systems that produce consistent imagery at catalogue scale.
Production & creative
Fashion-production veterans who have shot and retouched for the world's most demanding brands. They set the quality bar every output is measured against.
Go-to-market
The people who partner with brands to bring Setset into their workflow, from first demo to full catalogue rollout.