01AI-directed campaign video 0100:32
PORTFOLIO / 2026UK · SINGAPORE · JAPAN
Clear thinking.
Unexpected form.
I’m Aidan McFarlane, a designer, illustrator and art director helping global teams turn research into distinctive campaigns, identities and digital products.
Art directionBrand + campaignProduct + UXIllustrationLocalisation
SELECTED CLIENT EXPERIENCE
SONYAMAZONCASIOPFIZERMITSUBISHI FUSORÉMY COINTREAUOTSUKAJNTONOKKYUDEN
RECRUITER SNAPSHOT
Fast facts.
Real work.
A compact view of the practice: 17 documented project archives across campaigns, products, identity, illustration and culturally specific design.
17Case studies
03Regions
04Practice areas
SOFTWARE + PRODUCTION TOOLKITApplied in the work below
Design + motion
Figma
Illustrator
Photoshop
InDesign
After Effects
Canva
FigmaIllustratorPhotoshopInDesignAfter EffectsCanvaDigital production
HTML5
CSS3
JavaScript
Webflow
WordPress
HTML5CSS3JavaScriptWebflowWordPressCommerce + delivery
Shopify
Git
GitHub
ShopifyGitGitHubCONTINUOUS PROJECT INDEX
One scroll.
Every project.
Move vertically through the case studies. Swipe through selected artifact rails, then open any image to inspect the complete project archive.
01CASE STUDY
HiteJinro × 1410 Agency
Market entry · Campaign · ActivationJINRO UK launch campaign
Make JINRO a recognisable UK name by positioning soju as a lower-ABV alternative to familiar spirits, then build relevance with younger drinkers across the channels and occasions they already value.
SELECTED OUTPUTS
04 highlights · 08 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
SWOT + PESTLE
- 02
UK drinking culture
- 03
Gen Z + millennial personas
- 04
Channel and occasion mapping
DELIVERABLES04
Project deliverables
- 01
OOH poster system
- 02
Event and festival booths
- 03
FreshBox partnership concept
- 04
Campaign application
02CASE STUDY
Sony
Editorial systems · Social · Product storytellingInstagram carousel design
Build a cohesive carousel system that makes varied Sony stories immediately legible on mobile while preserving product character and global brand consistency.
SELECTED OUTPUTS
04 highlights · 12 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Source article edit
- 02
Story sequence
- 03
Product hierarchy
- 04
Mobile legibility
DELIVERABLES04
Project deliverables
- 01
WH-1000XM6 carousel
- 02
Cinema Line stories
- 03
Arena Solutions content
- 04
Creator and store features
03CASE STUDY
Perfect One
Localisation · E-commerce · TranscreationMalaysia e-commerce thumbnails
Help a Japanese skincare brand enter Malaysia by rebuilding key commerce thumbnails around local platform conventions, shopper expectations, product emphasis and an appropriate English copy tone.
SELECTED OUTPUTS
04 highlights · 08 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Category leader scan
- 02
Local platform norms
- 03
Copy transcreation
- 04
Benefit hierarchy
DELIVERABLES04
Project deliverables
- 01
Treatment shampoo set
- 02
Whitening gel set
- 03
Landing-page graphics
- 04
Shopify-ready assets
04CASE STUDY
Loop Japan × WPIC
Japan localisation · E-commerce · Banner systemsJapanese EC graphics
Translate Loop Earplugs’ comfort-and-style proposition into culturally tailored Japanese commerce graphics for Rakuten promotions, product detail pages and email touchpoints.
SELECTED OUTPUTS
04 highlights · 07 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Japan retail context
- 02
Promotion cadence
- 03
Offer hierarchy
- 04
Multi-format consistency
DELIVERABLES04
Project deliverables
- 01
Rakuten campaign banners
- 02
Product detail graphics
- 03
R-Mail creative
- 04
Square promotional assets
05CASE STUDY
Amazon APAC
Internal campaigns · Illustration · APACInternal communication design
Make internal messages more visible and consistent across APAC fulfilment centres and facilities while working within Amazon’s updated brand system and the needs of multiple media formats.
SELECTED OUTPUTS
02 highlights · 11 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Message priority
- 02
APAC context
- 03
Brand-system update
- 04
Format and venue adaptation
DELIVERABLES04
Project deliverables
- 01
Posters and banners
- 02
Presentation slides
- 03
Newsletter concepts
- 04
Social and facility assets
06CASE STUDY
Takasaki Coffee
Brand strategy · Cultural identity · PackagingBranding and packaging concept
Create a coffee identity rooted in Takasaki’s Daruma heritage, nature and sustainability, balancing regional character with a contemporary system broad enough for packaging and hospitality.
SELECTED OUTPUTS
04 highlights · 06 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Takasaki visual culture
- 02
Sustainable packaging
- 03
Daruma abstraction
- 04
Modern audience fit
DELIVERABLES04
Project deliverables
- 01
DaruMug logo
- 02
Colour system
- 03
Typography direction
- 04
Packaging and café applications
07CASE STUDY
Planisware
Events · Bilingual design · UK + JapanBilingual event graphics
Create a flexible family of bilingual assets for a French global company’s UK and Japanese event programmes, connecting digital promotion with large-format MICE production.
SELECTED OUTPUTS
04 highlights · 08 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Bilingual hierarchy
- 02
Market adaptation
- 03
Event journey
- 04
Scale and production checks
DELIVERABLES04
Project deliverables
- 01
Digital banners
- 02
Newsletters and webinar assets
- 03
Badges and name cards
- 04
Booths, wraps and signboards
08CASE STUDY
First Nation Coffee Roasters
Identity · Pattern · Cultural researchBrand identity and visual system
Build a modern café identity that respectfully references the symbols, colour and energy of First Nations art without falling into stereotypes or directly copying cultural iconography.
SELECTED OUTPUTS
04 highlights · 10 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Cultural reference audit
- 02
Stereotype avoidance
- 03
Earth-tone palette
- 04
Geometric visual language
DELIVERABLES04
Project deliverables
- 01
Primary identity
- 02
Pattern library
- 03
Packaging system
- 04
Contemporary café applications
09CASE STUDY
Off Broadway Burger+Bar
Hospitality · Launch system · Menu designMenu design and campaign direction
Prepare the new Nanotsu flagship for an October 2026 opening by clarifying the offer from all-day kitchen to late-night bar and creating one launch-ready visual system.
SELECTED OUTPUTS
01 highlights · 01 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Daypart architecture
- 02
Hero-item hierarchy
- 03
Launch journey
- 04
In-venue consistency
DELIVERABLES04
Project deliverables
- 01
Menu system
- 02
Launch campaign direction
- 03
Social templates
- 04
Listings and venue collateral
10CASE STUDY
Casa Luna
Hospitality · Poster design · SocialPoster and social media design
Promote recurring DJ and artist showcases for an Australian beachfront restaurant, cocktail bar and club through a clean visual language combining bohemian and Mexican influence with natural tones.
SELECTED OUTPUTS
04 highlights · 06 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Venue atmosphere
- 02
Artist hierarchy
- 03
Natural-tone palette
- 04
Repeatable event format
DELIVERABLES04
Project deliverables
- 01
Event poster series
- 02
Social media formats
- 03
Artist showcase system
- 04
Creative direction
11CASE STUDY
Climate NGO · Confidential
Social content · Research · AI-assisted artClimate action carousel
Create an engaging climate-action carousel for a major nonprofit, combining accurate research with a refined illustration style and scenes edited for the organisation’s audience and message.
SELECTED OUTPUTS
04 highlights · 04 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Fact research
- 02
Narrative sequence
- 03
Art-style trials
- 04
Scene-by-scene edit
DELIVERABLES04
Project deliverables
- 01
Social carousel
- 02
AI-assisted illustration
- 03
Edited climate scenes
- 04
Audience-ready final artwork
12CASE STUDY
Juniper · Eucalyptus
Japan creative · AI production · VideoAI ad creation for Japan
Produce a steady flow of locally accurate Japanese advertising creative for a weight-management pharmaceutical brand using reference-led AI image and video workflows.
SELECTED OUTPUTS
04 highlights · 10 pieces in the full archive
MOTION ARCHIVE
Tap a film to load it · sound controls included09 campaign films from the original case study
02AI-directed campaign video 0200:32
03AI-directed campaign video 0300:53
04AI-directed campaign video 0400:24
05AI-directed campaign video 0500:59
06AI-directed campaign video 0600:35
07AI-directed campaign video 0700:47
08AI-directed campaign video 0800:22
09AI-directed campaign video 0901:35
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Reference boards
- 02
Japanese copy context
- 03
AI node workflow
- 04
Rapid edit and variation
DELIVERABLES04
Project deliverables
- 01
Five weekly videos
- 02
Static ad concepts
- 03
Image and motion variations
- 04
Localised campaign outputs
13CASE STUDY
Good to Great Schools Australia
Brand refresh · Education · Campaign systemsEducation brand refresh
Refresh a national education organisation’s visual identity and make it consistent, accessible and teacher-friendly across curriculum, campaigns, events and physical touchpoints.
SELECTED OUTPUTS
04 highlights · 06 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Asset and brand audit
- 02
Accessibility
- 03
Educator use cases
- 04
Cross-team templates
DELIVERABLES04
Project deliverables
- 01
Curriculum graphics
- 02
Seminar decks and posters
- 03
Email and social campaigns
- 04
Promotional assets and bus wraps
14CASE STUDY
HiteJinro × 1410 Agency
UX research · Campaign product · UIJINRO campaign app
Extend the UK launch campaign into an interactive product experience grounded in the same audience research, brand identity and market-entry strategy.
SELECTED OUTPUTS
04 highlights · 05 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
User survey
- 02
Persona and empathy map
- 03
Journey mapping
- 04
Journey + Crazy 8s
DELIVERABLES04
Project deliverables
- 01
Low-fidelity wireframes
- 02
Campaign application UI
- 03
Interactive prototype
- 04
Final mockup collection
15CASE STUDY
Knots
UX audit · Information architecture · WebWebsite audit and concept exploration
Improve the Knots website’s UX and information architecture around the customer journey, reducing splash-page overload and strengthening the path from attention to retention.
SELECTED OUTPUTS
03 highlights · 03 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Original-site audit
- 02
Content hierarchy
- 03
Brand-guideline update
- 04
AIDAR journey
DELIVERABLES04
Project deliverables
- 01
Annotated audit
- 02
Content hierarchy recommendations
- 03
Updated type guidance
- 04
Concept exploration
16CASE STUDY
Adidas · School of Thought concept
UX/UI · Brand product · MobilityCycling safety app concept
Design an Adidas-branded app that helps UK adults and families cycle more by addressing road safety, maintenance, journey planning and theft concerns.
SELECTED OUTPUTS
04 highlights · 06 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Audience: 25–45 + families
- 02
Safety and theft barriers
- 03
Brand prism
- 04
Environment + health values
DELIVERABLES04
Project deliverables
- 01
Brand direction
- 02
Mobile UX/UI
- 03
Cycling support flows
- 04
Final interactive design
17CASE STUDY
H.Central
ATS · Workflow audit · Product designUX audit and prototyping
Audit Hire Central’s applicant-tracking workflow and prototype a clearer onboarding and candidate-management experience that reduces avoidable support calls.
SELECTED OUTPUTS
04 highlights · 11 pieces in the full archive
THE THINKING / JSON-LED MOTION
From signal
to system.
The process graphic translates the source brief into a compact decision path. Each node is grounded in the original project notes and deliverables.
View original case study↗- 01
Scope and discovery
- 02
Workflow mapping
- 03
Pain-point audit
- 04
Candidate-list simplification
DELIVERABLES04
Project deliverables
- 01
Candidate List redesign
- 02
Candidate Detail view
- 03
Status and next-step system
- 04
Triggered hire/reject communications
WORKING METHOD
Research gives the work
something to say.
Listen
Clarify the brief, audience, market and cultural context.
Map
Make the decisions, journeys and content priorities visible.
Explore
Sketch and prototype across the formats that matter.
Deliver
Refine the system into practical, production-ready work.
PROFILE
Across disciplines.
Across cultures.
Aidan works where design, illustration, product thinking and art direction meet—bringing UK, Singapore and Japan experience to global teams. The practice spans campaign systems, digital products, identity, localisation and content.
BASESUK · Singapore · Japan
PRACTICEDesign · Illustration · Art Direction
FOCUSResearch · Systems · Cultural relevance
Discuss a project↗