Aidan Zamiri: The Director Behind the Viral Aesthetic

Aidan Zamiri, a Scottish photographer and filmmaker, has rapidly become a defining visual force in contemporary pop culture. Known for his work with artists like Billie Eilish, Charli XCX and FKA twigs, Zamiri’s distinctive style—a blend of cutting-edge aesthetics, nostalgia, and humor—has sparked a unique phenomenon online, where attributing directorial credit to him has become a playful meme.

Early Life and Education

Born Aidan O’Rourke in 1995, Zamiri grew up in a suburb of Glasgow. His mother is Iranian and his father is Scottish-Irish. He attended Central Saint Martins, initially studying graphic design before shifting his focus to filmmaking and photography, graduating in 2017. He adopted the name Zamiri, his grandmother’s maiden name, for professional use, finding it more searchable than his birth name.

Career Highlights

Zamiri’s career began with documenting Victoria Beckham’s family travels. He quickly gained recognition for his music video direction, including Charli XCX’s “360” and “Guess,” Billie Eilish’s “Birds of a Feather,” and “Sum Bout U” by 645AR featuring FKA twigs. His directorial debut is the 2026 mockumentary, The Moment, which chronicles the rehearsal process for Charli XCX’s Brat 2024-25 arena tour.

Beyond music videos, Zamiri has directed advertising campaigns for major brands like Nike, Google, and Converse. He has also contributed to fashion photography, shooting magazine spreads featuring Timothée Chalamet and Linda Evangelista. His album cover work includes projects for Sega Bodega, PinkPantheress, and Caroline Polachek.

Recognition and Awards

Zamiri has been recognized as one of the British Fashion Council’s New Wave Creatives and featured in the Dazed 100. His music video for Charli XCX’s “360” won Video of the Year and Best Pop Video – UK at the 2024 UKMVAs and earned him a Grammy nomination for Best Music Video.

The “Directed by Aidan Zamiri” Meme

Zamiri’s influence extends beyond his official credits. The phrase “directed by Aidan Zamiri” has become a popular meme on social media platform X, with fans jokingly attributing his direction to a wide range of videos to highlight his signature aesthetic. Zamiri himself has acknowledged the trend, playfully calling it a “state of mind.”

Recent Work and Collaborations

Zamiri continues to work with prominent figures in music and fashion, including Billie Eilish, Charli XCX, FKA twigs, Yung Lean, PinkPantheress, Caroline Polachek, Shygirl, and Sega Bodega. His work consistently blends cutting-edge style with a sense of nostalgia and humor.