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. Instead of filling them with info the user can carry on reading the (Guardian) website, but click on the stereo to hear music from the day. Click PLAY to listen to the Fruitstock mix tape

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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.

My Creative Director Matt Gibbins had an idea to film squirrels for a Fruitstock viral. So we all banded together filmed and edited a Fruitstock viral and a load of short stings. You’ll have to take my word for it but it got in the Lycos top 5 viral chart. Very prestigious.

Fruitstock Squirrels from Aaron Hinchion on Vimeo.

“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

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.