For Fruitstock I developed a whole “pass it on” feel to the online campaign. It was all about telling friends what’s happening at Fruitstock this year. First we started with banners…

Go on, click play to listen.

Instead of filling them with info the user can carry on reading the Guardian website, but click on the stereo to hear a mixtape of music from the day.

I then designed and wrote copy for the Fruitstock website and filled it full of great things happening on the day. This enabled me take the Pass It On concept to another level. Any attraction or band featured on the site could be passed onto a friend, who you think may be excited by that particular thing – making it more personal.

This was the email invitation for Fruitstock. When it was forwarded, it automatically created a daisy chain of recipient names. As the email got passed around all your friend’s names got added to the daisy chain on the right, making the email more viral.

Oh no, flashback to hand-cramp from drawing loads with colouring pencils, arrgh.

“It’s funny how the most basic of designs won it then… it’s a good thing though cos you see those CCTV camera in operation stickers everywhere, and now everytime I see one I think of HARD-Fi”
Originally posted by Flossy on the HARD-Fi forum

This was innocents first foray into digital advertising so I didn’t want to do the usual thing in a banner ad.It was part of a bigger integrated campaign, but it’ll be unfair to show the press work as I just looked over Nick Darken’s shoulder in awe as he drew it.

You can have a go of it here. Go on, click on the chicken.

We then made some more expandable banners.

When you have 200,000 people coming to your homepage every day, it’s a good opportunity to tell them something about yourself. These educational films (made in Flash so they were quick to download) helped educate new people coming to Skype who still didn’t get it.

Hello from Aaron Hinchion on Vimeo.

Bonjour from Aaron Hinchion on Vimeo.

Moshi Moshi from Aaron Hinchion on Vimeo.

Maggies is a different kind of care centre for people affected by cancer. They are building a new centre in Charing Cross and needed to tell people what was happening in the building site. The poster was created to tell people how Maggies was going to be different, about taking charge of cancer and not being in a drab, scary environment.

After a long day my creative director Matt Gibbins and I were invited to see some band called Hard-Fi at the Barfly. We went, the gig was chocked full of energy and we were introduced to their manager. From there we started working with them.

We immediately approached Hard-Fi as a brand with its own visual language, that could go into any medium, born from what they were singing about and where the came from. It had to be iconic.

There is nothing like seeing a record cover you’ve created inside HMV from the other side of the street.

For the singles Matt Gibbins and I wanted to capture a gritty CCTV inspired, but graphic look. Each format had a subtle change to the sleeve to make it more collectible. I also did all the photography.

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Alongside a striking image we wanted to tell the story of the song. But we also added a sub plot across all the singles about a girl called Tina. The band got so many questions about her from fans and press, it was great reading them try to decipher it. The CCTV camera also featured on all sleeves to subtely build the band icon.