Aidan Zamiri: The Director Behind Billie Eilish & Viral Memes

The name Aidan Zamiri is circulating with increasing frequency, particularly among those following pop music’s current vanguard. The 30-year-old Scottish director and photographer’s work with Charli xcx – most recently the mockumentary The Moment, documenting the rehearsal process for her 2024-25 arena tour – has brought him wider recognition, but his influence extends far beyond a single project. Zamiri has quietly become a defining visual voice for a generation of artists, and a meme unto himself.

The recent surge in attention has prompted a re-examination of Zamiri’s portfolio, which includes striking visuals for Billie Eilish, PinkPantheress, Yung Lean, and others. His aesthetic, often described as a blend of camp and avant-garde sensibilities, has even spawned a playful online trend. Fans on X (formerly Twitter) have begun jokingly adding “directed by Aidan Zamiri” to music videos he didn’t work on, a testament to the distinct “Zamiri touch” that’s become recognizable. The director himself acknowledged the phenomenon, quipping on X that being “directed by him is a state mind.”

From Glasgow to Central Saint Martins

Born Aidan O’Rourke in Glasgow, Scotland, Zamiri’s path to becoming a sought-after director wasn’t straightforward. He initially studied graphic design at Central Saint Martins in London, graduating in 2017, but quickly gravitated towards filmmaking. He adopted the name Zamiri – his grandmother’s maiden name – finding it more searchable than his birth name. Wikipedia details this early career pivot, highlighting his rapid ascent in the visual arts.

His early work included documenting Victoria Beckham’s family travels, a project that provided valuable on-set experience. However, it was his music video work that truly established his signature style. Zamiri’s directorial debut in music videos came with Charli xcx’s “360” in 2024, followed by the Billie Eilish collaboration “Birds of a Feather” later that same year. He continued to build momentum with projects for PinkPantheress (“Capable of Love,” 2023) and FKA Twigs (“Sum Bout U” featuring 645AR, 2020), showcasing a versatility that belies his relatively short time in the industry.

The “Guess” Factor: Defining a Visual Era

Perhaps one of Zamiri’s most culturally resonant projects to date is the music video for Charli xcx and Billie Eilish’s “Guess.” Released in 2024, the video is a deliberately absurd and visually arresting piece. As The FADER notes, the video takes the song’s central, provocative question – “You want to guess the color of my underwear?” – to its literal extreme, culminating in a mountain of underwear climbed by the two pop stars. This juxtaposition of the mundane and the surreal, rendered in Zamiri’s signature muted color palette, cemented his aesthetic as a defining force in pop visual culture.

The success of “Guess” and other high-profile videos has led to a diverse range of opportunities. Zamiri has directed ad campaigns for major brands like Nike, Google, and Converse, and shot magazine spreads featuring Timothée Chalamet and Linda Evangelista. He’s also lent his eye to album cover art, including projects for Sega Bodega, PinkPantheress’s Heaven knows, and Caroline Polachek’s Desire, I Want to Turn Into You.

Beyond Music Videos: Expanding Creative Horizons

While music videos remain a significant part of Zamiri’s work, his directorial ambitions extend beyond short-form content. The Moment, his 2026 mockumentary, marks his feature film debut. The film offers a behind-the-scenes look at the chaotic and often hilarious rehearsal process for Charli xcx’s Brat tour, providing a meta-commentary on the pressures and absurdities of pop stardom. IMDb lists the film as his most recent directorial credit, signaling a potential shift towards longer-form projects.

Zamiri’s ability to navigate different creative landscapes – from music videos to advertising to film – speaks to his versatility and artistic vision. He’s not simply a director for hire; he’s a collaborator who brings a unique perspective to each project, shaping the visual identity of some of the most exciting artists and brands of the moment.

The Meme-ification of a Director

The online meme surrounding “directed by Aidan Zamiri” is more than just a joke. It’s a reflection of his growing influence and the distinctiveness of his style. The fact that fans are actively seeking to identify his aesthetic in other artists’ work demonstrates the impact he’s having on the broader visual landscape. It also highlights the power of the internet to amplify and celebrate creative talent.

The director’s own response to the meme – framing it as a “state mind” – is a clever acknowledgement of his cultural resonance. It suggests that his influence extends beyond specific projects, permeating the collective consciousness of his audience.

Looking ahead, Zamiri’s trajectory suggests continued growth, and experimentation. With The Moment under his belt, he’s poised to explore modern avenues in filmmaking, while continuing to collaborate with leading artists in the music industry. His upcoming projects remain largely unconfirmed, but given his track record, they are sure to be visually striking and culturally relevant.